Tactic 68 of 99
The Sunk Cost Hook
The more they’ve put in, the harder it is to walk away.
What it is
We keep going with things because of what we’ve already spent (time, money, effort) rather than what’s ahead. Hal Arkes and Catherine Blumer showed people often stuck with a worse option simply because they’d paid more for it. The money’s gone either way. We just hate to admit it.
Spot it
“You’ve come this far.” “Don’t give up now, you’ve already invested so much.” Someone reminding you how much you’ve put in, rather than what you’ll get from here.
Counter it
Ask one question: “If I was starting fresh today, would I choose this?” If not, walk. The past cost is gone. Only the future cost is still up for grabs.