How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 192

These studies show that to reduce dissonance, we often simply convince
ourselves that we have made the right decision. Once we place a bet or
purchase a product or service, we feel more confident with ourselves and
the choice we've made. This concept also holds true in persuasion and
sales. Once the payment is given for your product or service, your
prospects will usually feel more confident with their decisions. Have them
make the payment or finalize the choice as soon as possible! This will
increase their confidence in their decision and they will look for reasons
to justify that decision.
Many times, even when we have made a bad decision, we become so
entrenched in our belief that it was right that we will fight to the bitter end
to prove it. We can't handle the dissonance in our minds, so we find
anything to prove our decision was right. We become so embroiled in
justifying our actions that we are willing to go down with the burning
ship.
When buying and selling shares of stock, investors commonly stick with
stocks that have recently slumped in price, with no prospects of recovery.
Rationally, the best decision is to cut their losses and invest elsewhere.
Irrationally, however, investors often hang on, ensnared by their initial
decision.
McDonald's sued five London activists for libelling them in a leaflet
entitled "What's Wrong with McDonald's?" The pamphlets asserted many
claims, including that the franchise's food was unhealthy and that the
company exploited its workers, contributed to the destruction of rain
forests through cattle ranching, produced litter, and sought to target
children through its advertising. While three of the activists backed down,
two of them went on to fight McDonald's in court. The case evolved into
the longest court proceeding in the legal history of Britain. It came to be
considered "the most expensive and disastrous public relations exercise
ever mounted by a multinational company."[3]
Spreading negative publicity across the globe, two million copies of
"What's Wrong with McDonald's?" went into circulation. An Internet site
following the case received seven million hits in its first year. Having
publicly asserted its stance that the company would challenge its
antagonists, McDonald's was trapped. Forced to remain consistent to its
position, McDonald's fought to the bitter end. This case took two-and-ahalf years and cost McDonald's over $10 million to fight before the
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