The Manifestation of the Sunk Cost Effect in Consumer Behavior and Its Economic Consequences

This paper explores in depth the manifestation of the sunk cost effect in consumer behavior and its economic consequences. The sunk cost effect refers to the phenomenon in which individuals overconsider already incurred and unrecoverable costs when making decisions, leading to irrational decision-making. The article first defines sunk costs from the perspectives of traditional economics and behavioral economics, and analyzes the psychological mechanisms behind them, including loss aversion, mental accounting, and escalation of commitment. The article then reveals the negative impact of the sunk cost effect on individual economic behavior, market efficiency, and social welfare through specific manifestations in three areas: consumption, finance, and commercial marketing. Finally, the article proposes strategies for addressing the sunk cost effect, including enhancing rational decision-making awareness, establishing stop-loss mechanisms, optimizing information collection and evaluation, cultivating adaptability and flexibility, and improving psychological quality and cognitive abilities. The article aims to provide theoretical support and practical guidance for consumer education, optimizing corporate marketing strategies, and policy formulation.