Coupling: the implicit assumption behind sunk cost effect and related phenomena

Abstract

Coupling is the degree to which thoughts of consumption evoke thoughts of payment and vice versa. This mental association is crucial for diverse phenomena like sunk costs but has rarely been addressed in the literature. This article provides a framework for the phenomenon, highlights its theoretical and practical relevance, compiles existing literature, adds empirical findings, and comes up with directions for future research.coupling, sunk costs, consumer psychology