Note: This is the fifth in a series of six blog posts being featured based on principles found in Dr. Robert Cialdini’s seminal psychology book entitled Influence: The Psychology of Persuasion. It is essential reading for any marketer. Previous blog posts in this series can be located by clicking on the author’s name.
The principle of consistency suggests that once someone makes a decision, they will tend to make similar, complimentary choices that reinforce their original decision. To prove the point, Dr. Cialdini sites a study where homeowners were asked if they would be willing to put a sign in their front lawn asking drivers passing by to “Drive Safely.”