Commitment & Consistency Bias
Once committed, we defend positions beyond reason.
Key Principle
Be willing to change course despite prior commitments.
Understanding Commitment & Consistency Bias
Once we've committed to a position—publicly, through action, or even just internally—we feel pressure to remain consistent with that commitment. We defend past decisions, rationalize past actions, and resist changing course even when evidence suggests we should.
This is closely related to inconsistency-avoidance but focuses specifically on commitments. The stronger and more public the commitment, the harder it is to abandon.
Influence professionals exploit this through "foot in the door" techniques: get a small commitment first, then escalate. Once someone has agreed to a small request, consistency pressure makes them more likely to agree to larger ones.
Real-World Examples
- Continuing a failing project because "we've invested so much already."
- Defending a bad hire because you championed them.
- Escalating commitment to a losing strategy because you publicly advocated for it.
- Staying in a bad relationship because you said "I love you."
How to Apply This
Regularly ask: Would I start this today, knowing what I know now?
Make it safe for people to change their minds
Separate identity from positions—you can change views without changing who you are
Watch for escalating commitment in yourself and others
Common Mistakes to Avoid
- Treating sunk costs as relevant to future decisions
- Defending positions because of who made them, not their merit
- Escalating commitment to recoup losses
- Allowing public commitments to lock you into bad paths
Notable Quotes
"When the facts change, I change my mind. What do you do, sir?"
— John Maynard Keynes