People want their behaviors to be consistent with their previous choices
Description
Commitment & Consistency bias states we act in ways that are consistent with our initial action or thought.
When we commit to something or someone, we stick to it because we want to be consistent with the image we have portrayed to others, and with the image they have of us.
People don't want huge sudden changes in their lives.
Ask for the small thing first.
Because they want to be consistent, they are more likely to agree to bigger requests later on.
Research:
People were asked if they would volunteer to help with the American Cancer Society.
Group A received a cold call with a request - 4% agreed.
Group B received 2 calls. The first one asked them if they would hypothetically volunteer. The second call arrived with the request - 31% of people agreed - that's a 700% percent increase.
Application
Progressive Commitment Ladders
Design marketing campaigns that encourage small initial commitments, which can gradually lead to larger ones. For example, start by inviting customers to subscribe to a free newsletter or join a loyalty program. Once they've taken this initial step, they're more likely to make subsequent commitments, such as making a purchase, due to their desire to be consistent with their initial action. Highlighting these small steps through targeted emails, social media posts, or personalized website experiences can effectively guide customers along this path of escalating commitments.
Social Proof and Public Commitments
Encourage customers to make their commitments public, such as by sharing their purchases or positive experiences on social media. You can incentivize this behavior with discounts or entry into contests. Public commitments increase the pressure to remain consistent, thereby enhancing customer loyalty to your brand. Additionally, leveraging user-generated content in your marketing materials not only provides social proof to prospective customers but also reinforces the commitment of the customers who shared their experiences, as they see their actions being validated and celebrated by the brand.
