Commitment and coherence
Posted: Sun Jan 26, 2025 6:46 am
In this principle, Robert Cialdini refers to the desire to be consistent with the decisions we make.
Once we make a decision, we tend to stick to it and do our best to fulfill it. Psychologically, this can be explained by the fact that people have aligned the commitment they have made with their self-image.
In one study, they found that, unsurprisingly, very few people in a neighborhood would be willing to put up an unsightly fence in their yard to support a traffic safety campaign.
However, if they were asked a few days before to hang a small postcard in their windows supporting the campaign, the number of homeowners who subsequently agreed to put up the large fence in their garden increased by 400%.
The key to this psychological trigger is based on seeking voluntary, active and public commitments, preferably in writing.
Another study showed that a healthcare facility could reduce missed appointments by 18% by asking patients to write down details of upcoming appointments on a card rather than having a secretary do it.
→ How you can apply it to your website
A good way to apply this principle is to get users to buy from you, even if it's something of little value. Once you've gotten them to make a small purchase, it's much easier for them to make subsequent, higher-value purchases.
You know what they say, it's harder to get a new customer than to keep an existing one.
→ Techniques to increase visitor engagement
Create interactive content: Use quizzes, polls, or games to engage visitors on your website and get them to actively participate rather than simply reading or viewing content.
Subscription forms and free downloads: Offer visitors free resources, such as eBooks, reports, or templates, in exchange for their contact information. This increases engagement and creates a connection between the visitor and the company.
Content personalization: Ensuring that your website spain whatsapp number database content is relevant to the visitor by tailoring it based on their behavior, preferences, or browsing history. This can be achieved through the use of cookies or tracking technologies.
Live chat and customer support: Implement a live chat or support bot on your website to quickly respond to visitors’ questions and concerns. This increases interaction and can make visitors feel more engaged with your company.
Comments and discussion sections: Allowing visitors to leave comments and participate in discussions on your website can increase engagement and foster a sense of community among visitors.
→ Case studies showing how consistency improves persuasion
Apple Case Study: Apple is known for its consistent approach to design, simplicity, and user experience across all of its products and services. This has led to a loyal customer base who associate the brand with quality and reliability. Consistency in its marketing and design approach has been instrumental in establishing this connection with customers and enhancing persuasion.
Coca-Cola Case Study: Coca-Cola has maintained a consistent and recognizable brand image over the years, despite variations in its products and advertising campaigns. The logo, colors, and typography have remained consistent, allowing consumers to easily identify the brand and associate it with positive experiences. This consistency in brand image has been crucial in persuading consumers to choose Coca-Cola over other options.
Buffer Case Study: Buffer is a social media management platform that has focused on consistency in their value proposition and how they approach content and customer support. The company has been consistent in their approach to transparency and sharing valuable insights with their audience, which has led to an increase in customer trust and loyalty. Consistency in their actions and communications has improved their ability to persuade customers to use their platform over competing options.
Once we make a decision, we tend to stick to it and do our best to fulfill it. Psychologically, this can be explained by the fact that people have aligned the commitment they have made with their self-image.
In one study, they found that, unsurprisingly, very few people in a neighborhood would be willing to put up an unsightly fence in their yard to support a traffic safety campaign.
However, if they were asked a few days before to hang a small postcard in their windows supporting the campaign, the number of homeowners who subsequently agreed to put up the large fence in their garden increased by 400%.
The key to this psychological trigger is based on seeking voluntary, active and public commitments, preferably in writing.
Another study showed that a healthcare facility could reduce missed appointments by 18% by asking patients to write down details of upcoming appointments on a card rather than having a secretary do it.
→ How you can apply it to your website
A good way to apply this principle is to get users to buy from you, even if it's something of little value. Once you've gotten them to make a small purchase, it's much easier for them to make subsequent, higher-value purchases.
You know what they say, it's harder to get a new customer than to keep an existing one.
→ Techniques to increase visitor engagement
Create interactive content: Use quizzes, polls, or games to engage visitors on your website and get them to actively participate rather than simply reading or viewing content.
Subscription forms and free downloads: Offer visitors free resources, such as eBooks, reports, or templates, in exchange for their contact information. This increases engagement and creates a connection between the visitor and the company.
Content personalization: Ensuring that your website spain whatsapp number database content is relevant to the visitor by tailoring it based on their behavior, preferences, or browsing history. This can be achieved through the use of cookies or tracking technologies.
Live chat and customer support: Implement a live chat or support bot on your website to quickly respond to visitors’ questions and concerns. This increases interaction and can make visitors feel more engaged with your company.
Comments and discussion sections: Allowing visitors to leave comments and participate in discussions on your website can increase engagement and foster a sense of community among visitors.
→ Case studies showing how consistency improves persuasion
Apple Case Study: Apple is known for its consistent approach to design, simplicity, and user experience across all of its products and services. This has led to a loyal customer base who associate the brand with quality and reliability. Consistency in its marketing and design approach has been instrumental in establishing this connection with customers and enhancing persuasion.
Coca-Cola Case Study: Coca-Cola has maintained a consistent and recognizable brand image over the years, despite variations in its products and advertising campaigns. The logo, colors, and typography have remained consistent, allowing consumers to easily identify the brand and associate it with positive experiences. This consistency in brand image has been crucial in persuading consumers to choose Coca-Cola over other options.
Buffer Case Study: Buffer is a social media management platform that has focused on consistency in their value proposition and how they approach content and customer support. The company has been consistent in their approach to transparency and sharing valuable insights with their audience, which has led to an increase in customer trust and loyalty. Consistency in their actions and communications has improved their ability to persuade customers to use their platform over competing options.