Inconsistency Avoidance Tendency

• few people can list many bad habits they've stopped

chains of habit that were too light to be felt before they became too strong to be broken

an ounce of prevention is worth a pound of cure

• causes humans to maintain some conclusions, loyalties, identity, etc. – even at own harm
• new ideas rejected because of this –> people tend to accumulate fixed ideas and attitudes over time
• confirmation bias
  • do the opposite; aim t odisprove our most cherished ideas
• ceremonies aim to intensify commitments
• act as if you have what you want