Sunk Cost Effect
The more people have already put in, the less willing they are to walk away.
What it is
Time, money and effort already spent should not affect a decision about the future, but they do. People finish courses they no longer want, keep subscriptions they no longer use and complete forms they regret starting because stopping would make the investment feel wasted.
The research
Theatre-goers who paid full price for a season ticket attended more performances than those given a discount, despite identical tickets, because they had more to justify.
Arkes and Blumer, 1985
How to use it
Get investment early
Imported data, a completed profile, a connected account. Each one raises the cost of leaving.
Show the investment at the exit
On a cancellation screen, remind people what they have built. Ethically, and only if it is true.
Related
Sources that shaped this entry: growth.design.