# He Loves the One He Has Invested In: The Effects of Mating Cues on Men’s and Women’s Sunk Cost Bias

> Research article (Journal of Consumer Research, 2024) · cited 11× · AI/ML

**Wikidata**: [openalex:W4402078463](https://www.wikidata.org/wiki/openalex:W4402078463)  
**Source**: https://4ort.xyz/entity/he-loves-the-one-he-has-invested-in-the-effects-of-mating-cues-on-mens-and-womens-sunk-cost-bias