Commitment and Consistency Principle

Commitment and Consistency Principle is a foundational rule in behavioral science that governs how users form commitments and maintain consistency. Users who have made a public or private commitment are more likely to act in ways that align with that commitment, even when the original motivation fades. In product design, Commitment and Consistency Principle explains why onboarding checklists, public milestones, and social commitments increase retention. But it can also create dark patterns when products manipulate users into commitments they didn't intend.