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Consistency plays a crucial role from "summary" of The Science of Persuasion by Brad Bradshaw
Consistency is a powerful force that influences human behavior in profound ways. When individuals make a commitment, whether it is written or verbal, they tend to stick to it. This commitment can be leveraged to influence future actions and decisions. By starting with small commitments and gradually increasing the level of commitment, persuaders can guide individuals towards the desired outcome. People have a natural inclination to act in ways that are consistent with their previous actions and statements. This principle can be harnessed to shape behavior and attitudes. For instance, by first asking individuals to sign a petition supporting a cause, they are more likely to donate money to the same cause later on. This is because they want to remain consistent with their initial commitment. Inconsistency, on the other hand, creates psychological discomfort and cognitive dissonance. When individuals are faced with conflicting beliefs or behaviors, they experience a sense of unease. To alleviate this discomfort, they may change their attitudes or actions to align with their previous commitments. This desire for internal consistency can be a powerful motivator for behavior change. Consistency is not just limited to public commitments; it also applies to personal beliefs and values. When individuals are reminded of their core beliefs and values, they are more likely to act in ways that are consistent with them. By appealing to these deeply held beliefs, persuaders can influence behavior in a meaningful and lasting way.- Consistency plays a crucial role in shaping human behavior and attitudes. By understanding this principle and leveraging it effectively, persuaders can influence individuals to make decisions that align with their goals and objectives. By establishing a pattern of consistency, individuals are more likely to act in ways that are in line with their previous commitments and beliefs.
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