| Summary: | 碩士 === 國立政治大學 === 資訊管理學系 === 106 === Decision makers often face many problems in software development, such as project delays or cost overrun, and so on. It is common when decision makers receive negative feedbacks, but they decide to keep investing more in the project resulting project over-budget. This phenomenon is called Escalation of Commitment.
Escalation of Commitment could cause investment higher than the original plan. In many cases, project failure could costs much higher to the organization. There are factors that have been argued to affect the escalation of commitment. In this research, we investigate the effects of these factors with the functional MRI method. More specifically, this research focuses on two factors: “Message Framing” and “Persuasion Appealing” and an experiment was designed and conducted to collect and analyze brain reactions to different stimuli.
Major research findings include the followings:
1. Framing of messages has significant effect on the escalation of commitment. Positive framing has a much higher likelihood for the subject to escalate the prior decision.
2. Escalation of commitment is related to the decision mechanism used by the subject. When persuasion messages activate intuitive mode in the decision process, the likelihood of escalate decisions is higher than when persuasion messages activate the logical thinking mode.
3. Framing effect is also related to the decision modes. Positive framing is more likely to activate the intuition mode while negative framing is more likely to activate the thinking mode.
4. In order to avoid the escalation of decision, it’s better to present the situation in a negative frame and also provide more information that can activate more logical thinking.
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