KRÄMER, A. Demystifying the "Sunk Cost Fallacy": When Considering Fixed Cost in Decision-Making is Reasonable. Journal of Research in Marketing (ISSN: 2292-9355), [S. l.], v. 7, n. 1, p. 510–517, 2017. DOI: 10.17722/jorm.v7i1.701. Disponível em: https://techmindresearch.org/index.php/jorm/article/view/701. Acesso em: 17 oct. 2025.