CommitmentOpen Access

Commitment

Once we’ve made a public statement, we make consistent decisions to support it

Making written or verbal declarations greatly affects our future behavior as we aim to appear rational and avoid being seen as inconsistent by others.

Pallak et al. (1980). Commitment and energy conservation. Applied Social Psychology Annual, Volume 1, 235-253.

The study

Setup

212 Iowan households had their energy use tracked for a year with the aim of reducing it. Half who agreed to reduce were told their name would be shown publicly in the local paper.

Results

Those publicly committing demonstrated a 15.5% larger average reduction in energy use over winter.

Study graph

Key Takeaways

Anchor any request with a leading question that supports others’ positive judgements of themselves or their past decisions.

Takeaway image

Start with a small request that allows the respondent to remain consistent with their answer to this question. Commitments are self-reinforcing and build over time, so build slowly on this initial commitment with further, larger requests such as a future product purchase.

Takeaway image

Make it public. Declaring an opinion to others on a subject or product will compel consumers to remain consistent with and even strengthen this opinion in future, especially if written down. e.g. asking others to tweet why they love a product will strengthen attachment to it, as well as fostering social proof for others.

Takeaway image
Takeaway image
Commitment

Commitment

Once we’ve made a public statement, we make consistent decisions to support it

Making written or verbal declarations greatly affects our future behavior as we aim to appear rational and avoid being seen as inconsistent by others.

The study

Setup

212 Iowan households had their energy use tracked for a year with the aim of reducing it. Half who agreed to reduce were told their name would be shown publicly in the local paper.

Results

Those publicly committing demonstrated a 15.5% larger average reduction in energy use over winter.

study graph
np_read_2490885_000000

In detail

Hungry for more?

Savour the full features of Coglode Cookbook

Upgrade

All Nuggets

Academic data

Key takeaways

Pairings

Cheat Sheets

Collect Nuggets

Nuggets In The Wild

Coglode Live monthly

Nuggets In The Wild

Related "Wilds"

Currently being sourced...
Nuggets

Snack on these...

Open access, foundational Nuggets

Scarcity

Scarcity

We value things more when they’re in limited supply

Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Framing

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

Loss Aversion

We feel more negative when losing something than positive when we gain it

Default Effect

Default Effect

We tend to accept the option pre-chosen for us

Anchoring

Anchoring

What we see first affects our judgement of everything thereafter

Fast & Slow Thinking

Fast & Slow Thinking

We make knee-jerk spontaneous decisions that can cause regretful damage

Dynamic Norms

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Salience

Salience

Our choices are determined by the information we're shown

Connected to

Hungry for more?

Savour the full features of Coglode Cookbook

All Nuggets, data & takeaways

Academic data

Key takeaways

Pairings

Cheat Sheets

Collect Nuggets

Nuggets In The Wild

Monthly Coglode Live calls

Upgrade

Join Coglode Live!

October 19, 2022 16:00

GMT

Limited Choice
We’re more likely to decide when the options are sensibly restricted

Join us as we dive deep into one of the key paradoxes of modern consumerism.

We'll explore:

• The theory behind why choice is so important, yet also the pitfalls from too much of it
• Brand new research that pushes our understanding further
• How to redesign choice with real world before and after examples

As normal, it'll be highly interactive, so join us for the fun. It's your choice!

Show more
Limited Choice
We’re more likely to decide when the options are sensibly restricted
Sign up to attend

Running workshops?

Commitment

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Nuggets Boxes