The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation. INMR - Innovation & Management Review, [S. l.], v. 18, n. 03, p. 258–275, 2021. DOI: 10.1108/INMR-05-2020-0064. Disponível em: https://www.revistas.usp.br/rai/article/view/191599.. Acesso em: 3 maio. 2024.