No one wants to consider sunk cost, whether financial or otherwise. Losing capital in a capitalist society is a sign that you’ve failed — and especially in America’s culture of the self-made man, failure is just something that we don’t tolerate. We’re not failing at breaking the glass ceiling, we’re succeeding at harnessing alternative income streams. We’re not failing at body positivity or fat acceptance or self-love, we’re just works in progress, trying to push until we don’t have anything left. We’re going to succeed -- even if it kills us.

In this episode we're diving headfirst into a niche corner of economic theory: Identity economics. Using a theory put forth by Professors George Akerlof and Rachel Kranton, we're going to look deep into our own motivations for buying into "healthy lifestyles" and selling them back to others. 

Sources: 

"Economics and Identity" by George Akerlof and Rachel Kranton

Identity Economics: How Our Identities Shape Our Work, Wages, and Well-Being by George Akerlof and Rachel Kranton*

Who Cooked Adam Smith's Dinner? A Story of Women and Economics by Katrine Marçal*

*Amazon affiliate links

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