Understanding Strong Reactions to Skincare Advice: The Sunk Cost

In my experience, discussing certain skincare practices or suggesting leaving behind specific product categories can elicit strong, sometimes negative reactions from viewers. It's natural to wonder why these reactions are so intense. While I can't delve into each person's mindset, one psychological phenomenon often at play here is the "sunk cost fallacy."

What is the Sunk Cost Fallacy?

In essence, the sunk cost fallacy is a cognitive bias where individuals continue investing in something—whether it's time, money, or effort—even when it's clear that the returns are minimal or nonexistent. It's persisting with a commitment despite mounting evidence that it's not beneficial.

Examples in Everyday Life

Think of staying in a failing relationship despite unhappiness, or pouring money into a house that can't be feasibly renovated. These are classic examples where emotional attachment or prior investment clouds judgment about what's truly beneficial or realistic.

Applied to Skincare

For many skincare enthusiasts, there's a deep attachment to certain products or routines. Whether they believe these products provide health benefits or enhance appearance, this attachment can be difficult to break. Even when presented with evidence or new perspectives challenging their skincare choices, years—even decades—of habitual use can make it hard to let go.

Financial and Temporal Investment

Consider this: the average American woman spends over $220,000 on skincare products in her lifetime. This significant financial investment, coupled with the estimated 2.5 years spent applying these products, underscores the emotional and practical ties people develop with their skincare routines.

Navigating Change

Challenging entrenched beliefs about skincare can be met with resistance due to the sunk cost fallacy. Some may reconsider and explore new approaches, while others may cling to what's familiar, despite its shortcomings.

Conclusion

Understanding the sunk cost fallacy sheds light on why skincare advice can provoke such strong reactions. It's not just about products; it's about the investment—financially, emotionally, and temporally—that individuals have made. By acknowledging this bias, we can approach skincare decisions more critically and make informed choices that prioritize true benefits over attachment to the status quo.

Thanks for reading and God bless.

 

Yuval Bibi, MD/PhD - Board Certified Dermatologist