Blog posts

Understand the barriers and bottlenecks which limit desired behaviors of patients and HCPs in the pharmaceutical industry and how messaging boosted by heuristic science can effectively influence any stakeholder audience.

When announcing your ideas can backfire

Michael Hayden
06 MAY, 2019

A husband complains to his wife of feeling fatigued but says he just needs a good night’s rest. Over the next several months, his fatigue symptoms worsen but he continues to insist to his wife and family that he just hasn’t been sleeping well and it isn’t necessary to see a doctor even though he has good insurance. By refusing to retreat from a position he had publicly committed to despite new evidence, the husband demonstrated commitment bias. This bias is closely related to the sunk cost fallacy, escalation of commitment, and confirmation bias. However, the central element distinguishing commitment bias is that it emerges in situations when a person has publicly committed to a position or decision.