Behavioural Economics Primer: Commitment bias
Behavioural economics
This article is part of Warc's Behavioural Economics Primer.
Commitment bias is the desire and tendency to be consistent with what we have already done or said before.
Robert Cialdini, Professor Emeritus of Psychology at Arizona State University, says, "People want to be congruent with what they have committed to in the past, especially if that commitment is public. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment."
One area in...