Hurting people in order to help them - sanctions had never actually worked in that sense. Nationalists feeling the war being justifiable to expel the NATO expansion and vanquish the Ukrainian Nazis (that part I don't buy much) will have their position reinforced: see, the West does mean us no good, they ignored our demands, kept silent on the Banderites and Azov Battalion, and hit us hard. And it'll be the little guys on the ground that's hit the hardest. The government will make sure that they're acutely aware of who're imposing the sanctions and in turn, economical hardship and overwhelming hostility (see how blind hatred like "f**k Russia" gets a pass in most places) upon them. It will fuel nationalism even further, under which people can rally around the flag and become incredibly resilient. It didn't work with North Korea, Iran, Cuba (60 years and counting for them), and now they're trying it with the Russians. Especially the Russians: does anyone seriously believe they're a people that will bow down toward hardship and apologize in tears?
Sanctions, IMO, is really the option to pick when you do not want to seriously commit. And I don't see people are willing to commit seriously. Joe Biden really shouldn't have offered Putin clear guarantee that the US will NEVER intervene militarily under ANY CIRCUMSTANCES (and to repeat it on many occasions). Good grief, given how determined the Russians seem to be on solving the "problem" once and for all, it's nothing but an invitation letter; but if he didn't, imagine the resistance he'd face domestically in the eve of pulling America into another war over a non-NATO state, this time with a major nuclear power...