沉没成本效应研究评述

Review of Research on Sunk Cost Effects

摘要: 沉没成本效应作为行为经济学与心理学交叉领域的重要概念，近年来受到广泛关注。文章系统地对沉没成本效应的研究进行了评述。先明确其概念，阐述基于心理学视角的理论基础，如前景理论、心理账户理论、自我辩解理论等。接着从心理学实验、实际应用等方面梳理研究现状，分析个体认知、情绪、人格等心理因素及情境因素对其的影响。同时探讨在经济、投资、消费等领域的表现与应用。指出当前研究在理论整合、方法创新、跨文化研究等方面的不足，并对未来结合心理学深入研究的方向进行展望，旨在为理解和应用沉没成本效应提供更全面的参考。

Abstract: As an important concept in the interdisciplinary field of behavioral economics and psychology, the sunk cost effect has received extensive attention in recent years. This paper systematically reviews the research on the sunk cost effect. Firstly, the concept of the sunk cost effect is clarified, and the theoretical foundations from the perspective of psychology are expounded, such as prospect theory, mental accounting theory, self-justification theory, etc. Then, the current research status is sorted out from aspects such as psychological experiments and practical applications, and the influences of psychological factors, including individual cognition, emotion, personality, and situational factors on the sunk cost effect are analyzed. At the same time, the manifestations and applications of the sunk cost effect in the fields of economy, investment, consumption, etc. are explored. This paper points out the deficiencies of the current research in terms of theoretical integration, methodological innovation, cross-cultural research, etc., and looks forward to the future research directions that combine in-depth psychological research, aiming to provide a more comprehensive reference for understanding and applying the sunk cost effect.