You have anxiously been awaiting your favorite superhero movie to be released in theaters.However,30 minutes in to the movie,you realize you hate it.Thinking about how expensive your ticket was,you still decide to stay and finish the movie.This is explained by which of our heuristics?

Question

Quizplus · Accepted Answer

This decision is explained by the sunk cost fallacy, which occurs when individuals continue a behavior or endeavor as a result of previously invested resources (time, money, or effort), even if they are not enjoying or benefiting from it. In this scenario, the decision to stay and watch the movie despite not enjoying it is influenced by the money already spent on the ticket.

You Have Anxiously Been Awaiting Your Favorite Superhero Movie to Be