The psychology of sunk cost

Prospect Theory: An Analysis of Decision under Risk

Daniel Kahneman, Amos Tversky · Econometrica · 1979 · 47K citations

Business, Decision Sciences, Insurance +17

Judgment under Uncertainty: Heuristics and Biases

Amos Tversky, Daniel Kahneman · 1975 · 23.1K citations

Business, Decision Sciences, Psychology +17

Toward a positive theory of consumer choice

Richard H. Thaler · Journal of Economic Behavior & Organization · 1980 · 5.6K citations

Social Sciences, Economics, Marketing +14

Knee-deep in the big muddy: a study of escalating commitment to a chosen course of action

Barry M. Staw · Organizational Behavior and Human Performance · 1976 · 2.1K citations

Social Sciences, Organizational Behavior, Psychology +5

Compliance without pressure: The foot-in-the-door technique.

Jonathan L. Freedman, Scott C. Fraser · Journal of Personality and Social Psychology · 1966 · 1.6K citations

Social Sciences, Psychology, Social Psychology +8