Persuade to Win – Part 2: Consistency

Persuade to Win-Part 2:Consistency

The second principle that Robert Cialdini talks in his book is called “Consistency”. This principle refers to the urge that people have to comply with previously made commitments. We have an inherent desire to be, or appear to be, consistent with what we have already said or done especially if this has been made in a public setting. And thus, people will tend to behave consistently with the choices they’ve already made, even if they were very small choices.

The Safe Driving Experiment

There was a study by a university wherein they asked households in two streets of California to place a huge board stating ‘DRIVE SAFELY’ in their yard. In the first street, 17% of people agreed to place this; whereas in the other street 73% of people agreed. The reason for the higher compliance in one of the streets was what happened two weeks earlier.  A different volunteer had come to the second street and asked residents to accept and display a small 3-inch window sticker that read ‘BE A SAFE DRIVER.’ Once residents accepted to put in the window sticker they felt committed to the cause of safety. Hence, they would be more allied with the cause of driving safely.

The Cancer Supporter Experiment

A group of people were given a cancer awareness button and asked to wear it for a week. Everyone thought it was a harmless request, and complied. Some time later, these same people were asked to give a donation to help fight cancer. Not surprisingly, this group of people donated much more money than the donations made by a control group.

Missing Health Check ups

In a recent study, patients were asked to write down details of their next appointments rather than the hospital staff who have always been doing it. This ensured an 18% decrease in missed health appointments. This study showed that patients felt obliged to be consistent in their appointments and remembered it better when they wrote it themselves.

The Power Of We & I

Many CEOs and leaders will either use a public platform or meetings with their staff to motivate them and extract a common pledge. You can influence a change in behavior by getting people to make this public commitment. All you have to do is ask your team members to state in public what they will do and, if possible, also get a written response.

Thus, the principle of Consistency involves making voluntary and public commitments to ensure ownership. It is important to have someone say it loudly and write it so that they feel committed to achieving the goal or outcome you wish to accomplish. It may work even for your own goals. For example, something as simple as becoming fit. Once you make a proclamation and announce it to the world, you will feel more responsible and motivated to complete your goal.