Abstract
An equivocality theory account of escalation of commitment was investigated using a computer simulated marketing scenario in a replication and extension of Hantula and DeNicolis Bragger (1999). Participants acted as marketing executives and invested money to promote sales of a new sneaker, and received high or low equivocality feedback from their investments for one phase and then received failure feedback in a second phase. Participants were videotaped throughout the experiment. Replicating previous research, participants receiving highly equivocal feedback invested a greater relative amount of money during failure than did those who received feedback low in equivocality. Furthermore, analyses of the videotapes for behaviors indicative of frustration showed that participants in both feedback groups displayed a greater degree of frustration while receiving failure feedback than during the first phase of the study. These data replicate and extend previous equivocality findings, but do not resolve the role of frustration in escalation unambiguously.
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