Purpose

The purpose of this paper is to develop a systematic literature review on the sunk cost effect from consumers’ perspectives. By applying a comprehensive approach, this paper aims to synthesise and discuss the impact of financial and behavioural sunk costs on consumers’ decisions, judgements and behaviour before and after purchasing. This study also identifies potential research avenues to inspire further studies.

Design/methodology/approach

Following a search in the Scopus and Web of Science databases, a systematic literature review was conducted by identifying and analysing 56 peer-reviewed articles published between 1985 and 2022 (November). Descriptive and content analysis was implemented based on the selected papers to examine and synthesise the effect of sunk costs on consumers’ choices, evaluations and actions in a comprehensive approach; uncover research gaps; and recommend paths for future research.

Findings

The research results found in the literature are discussed according to five related themes: factors affecting the sunk cost effect; the impact of past investments on purchasing decisions; consumers’ post-purchasing evaluation, behaviour and choices; the mental amortisation of price; and the sunk cost effect on loyalty and switching.

Originality/value

The originality of this study lies in the comprehensive approach to the sunk cost effect from consumers’ perspectives. This review paper synthesises and discusses the research results found in the literature related to financial and behavioural sunk costs that can influence consumers’ decisions, judgements and behaviour before and after paying for a good or service.

中文翻译：

---

财务和行为沉没成本对消费者选择的影响

目的

本文的目的是从消费者的角度对沉没成本效应进行系统的文献综述。本文旨在采用综合方法，综合并讨论财务和行为沉没成本对消费者购买前后决策、判断和行为的影响。这项研究还确定了激发进一步研究的潜在研究途径。

设计/方法论/途径

在对 Scopus 和 Web of Science 数据库进行检索后，通过识别和分析 1985 年至 2022 年（11 月）期间发表的 56 篇同行评审文章，进行了系统的文献综述。基于所选论文进行描述性和内容分析，以综合的方式检验和综合沉没成本对消费者选择、评价和行动的影响；发现研究空白；并为未来的研究提出路径建议。

发现

文献中的研究结果按照五个相关主题进行讨论：影响沉没成本效应的因素；过去的投资对采购决策的影响；消费者的购买后评价、行为和选择；价格的心理摊销；以及沉没成本对忠诚度和转换的影响。

原创性/价值

本研究的独创性在于从消费者的角度综合分析沉没成本效应。本文综合并讨论了与财务和行为沉没成本相关的文献中发现的研究结果，这些成本可以影响消费者在购买商品或服务之前和之后的决策、判断和行为。