Men exhibit stronger sunk cost bias than women when mating motives are activated Researchers found that romantic cues increase men’s tendency to stick with prior investments, even in unrelated decisions, due to goal-focused thinking, while women are less influenced by such cues because of differing mating strategies.

Researchers found that romantic cues increase men’s tendency to stick with prior investments, even in unrelated decisions, due to goal-focused thinking, while women are less influenced by such cues because of… #SunkCostBias #MatingPsychology #GenderDifferences #RomanticCues #InvestmentBehavior