May 2023
Intermediate to advanced
132 pages
13h 52m
English
book
Universal Principles of Design, Updated and Expanded Third Edition
by William Lidwell, Kritina Holden, Jill Butler
Content preview from Universal Principles of Design, Updated and Expanded Third Edition
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179 Sunk Cost Effect
The tendency to keep investing in an endeavor because of past investments in that endeavor.
People frequently let past investments influence their decision-making. For example, you buy a nonrefundable ticket to a show, decide you no longer want to go, but you go anyway because you paid for it. Rationally speaking, past investments, or sunk costs, should not influence decision-making. Only the cost-benefits of current options should influence decisions.1
Sunk costs refer to any type of prior investment, including money, time, effort, energy, and emotion. For example, the longer one has invested emotionally in a relationship, the harder it is to break up.
When designers invest time and energy in a particular feature or direction, ...
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