Purpose - The purpose of this study is to investigate whether, in the context of making a go/no-go decision regarding a failing new product, the use of a stopping rule and/or a new decision-maker would reduce the escalation of commitment (EOC). Design/methodology/approach - This study uses a...

This research examines the role of imagination difficulty on the evaluation of really new products (RNPs) in comparison to incrementally new products (INPs). We extend past research on accessibility utilizing an anticipatory approach where consumers look forward and generate mental images for...