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Prepared by Philip Zimbardo and Cindy X. Wang
Cialdini’s Principles of Social Influence
Consistency [Context: Commitments]
The Basics
- People desire to look consistent within their words, beliefs, attitudes, and deeds
- Good personal consistency is highly valued by society
- Consistent conduct provides a beneficial approach to daily life
- Affords a valuable shortcut through complex decision-making; being consistent with earlier decisions reduces need to process relevant information in future decisions
How It’s Exploited
- Profiteers exploit the principle by inducing people to make an initial commitment, take a stand or position that is consistent with requests that they will later ask of them
- Commitments are most effective when they are active, public, effortful, and are seen as not coerced and internally motivated – influence professionals will try to make it difficult to renege on your previous position
- If they are successful, abiding by this rule may lead to stubborn commitment to an initial position and to actions contrary to one’s best interests
- The rule may become self-perpetuating – people will seek to add new reasons and justifications for their behavior even after conditions have changed
Best Defense
- To resist this principle, learn to recognize and resist undue influence of consistency pressures on compliance decisions
- Do not be pressured into accepting requests that you do not want to perform and disregard unjust or falsely obtained initial commitments, however small they seem initially
- Be sensitive to situational variables operating on your decision, separate them from personal variables, external forces on the compliance from internal forces to justify it.
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