Opportunity cost neglect: a meta-analysis

Abstract

In a seminal paper, Frederick et al. (J Consum Res 36:553–561, 2009) showed that people’s willingness to purchase a consumer good declined dramatically when opportunity costs were made more salient (Cohen’s d = 0.45–0.85). This finding suggests that people normally do not pay sufficient attention to opportunity costs and as a result make poorer and less efficient decisions, both in private and public domains. To critically assess the strength of opportunity cost neglect, we carried out a systematic review and a meta-analysis including published and non-published experimental work. In total, 39 experimental studies were included in the meta-analysis ( N = 14,005). The analysis shows a robust significant effect (Cohen’s d = 0.22; p < 0.001) of opportunity cost neglect across different domains, albeit the effect is considerably smaller than what was originally estimated by Frederick et al. (2009). Our findings highlight the importance of meta-analyses and replications of initial findings.