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
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.
Those publicly committing demonstrated a 15.5% larger average reduction in energy use over winter.
Pallak et al. (1980). Commitment and energy conservation. Applied Social Psychology Annual, Volume 1, 235-253.
Key Takeaways
Anchor any request with a leading question that supports others’ positive judgements of themselves or their past decisions.
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.
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.
In further detail
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
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.
Those publicly committing demonstrated a 15.5% larger average reduction in energy use over winter.
Pallak et al. (1980). Commitment and energy conservation. Applied Social Psychology Annual, Volume 1, 235-253.
Key Takeaways
Anchor any request with a leading question that supports others’ positive judgements of themselves or their past decisions.
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.
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.
In further detail
Once we’ve made a public statement, we make consistent decisions to support it
The study
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.
Those publicly committing demonstrated a 15.5% larger average reduction in energy use over winter.
In detail
Scarcity
We value things more when they’re in limited supply
Social Proof
We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Self-Expression
We constantly seek out ways to communicate our identity to others
Default Effect
We tend to accept the option pre-chosen for us
Anchoring
What we see first affects our judgement of everything thereafter
Autonomy Bias
We have a deep-seated need to control our situations
Fast & Slow Thinking
We make knee-jerk spontaneous decisions that can cause regretful damage
Status Quo Bias
We tend to stick with our previous choices, even if the alternatives might be better
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Salience
Our choices are determined by the information we're shown