Ever struggled to cancel a gym membership you never use – because you’ve already paid for it? Or continued playing a mobile game you dislike just because you spent money on it earlier? That’s the Sunk Cost Fallacy in action. In this article, you’ll learn why these past investments keep us hooked, how brands use them to encourage loyalty, and how to apply (or ethically manage) this bias in your business. Ready to see how “money already spent” drives customer decisions? Let’s jump in!

Full Article: https://ecommercepsychology.com/sunk-cost-fallacy-and-its-impact-on-customer-retention/

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