How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 140

2. Commitment and Consistency
People have a desire to look consistent through their words, beliefs,
attitudes and deeds and this tendency is supported or fed from three
sources:
1. Good personal consistency is highly valued by society.
2. Consistent conduct provides a beneficial approach to daily life.
3. A consistent orientation affords a valuable shortcut through the
complexity of modern existence. That is-- by being consistent
with earlier decisions we can reduce the need to process all the
relevant information in future similar situations. Instead, one
merely needs to recall the earlier decision and respond
consistently.
The key to using the principles of Commitment and Consistency to
manipulate people is held within the initial commitment. That is--after
making a commitment, taking a stand or position, people are more willing
to agree to requests that are consistent with their prior commitment. Many
compliance professionals will try to induce others to take an initial
position that is consistent with a behaviour they will later request.
Commitments are most effective when they are active, public, effortful,
and viewed as internally motivated and not coerced. Once a stand is taken,
there is a natural tendency to behave in ways that are stubbornly
consistent with the stand. The drive to be and look consistent constitutes a
highly potent tool of social influence, often causing people to act in ways
that are clearly contrary to their own best interests.
Commitment decisions, even erroneous ones, have a tendency to be selfperpetuating--they often "grow their own legs." That is--those involved
may add new reasons and justifications to support the wisdom of
commitments they have already made. As a consequence, some
commitments remain in effect long after the conditions that spurred them
have changed. This phenomenon explains the effectiveness of certain
deceptive compliance practices.

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