In the third chapter of Cialdini’s book titled Commitment and Consistency, shows how it is human nature to strive for consistency, as well as how we tend to dig deeper into situations we would not usually go based on a small commitment we made earlier. I have personally fallen victim to this with a door-to-door salesman. He was selling a concentrated cleaning product that I knew my mother loved. It all started when I have left home alone, and my mother telling me to keep the house clean. I went about my day not thinking too much of it. Until I walked into the garage and tracked oil into the house. Me being the wonderful kid I was, mixed with not wanting to get yelled at, I started cleaning. But none of the stuff we had could get the oil out of the carpet. Then my saving grace was the salesman with the best cleaner in the world. Based on the commitment I made with my mother before she left, I bought it so I could clean it up and not get into trouble.
Looking more into how these weapons of influence actually persuade us, it becomes clear that it is unlike any other form of influence. Cialdini defines consistency as an “obsessive desire… [to] make a choice or take a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment”(57). Among this, he gives the example of the horse race and how once you bet on a horse you believe more that the horse will win the race even though nothing has changed. Cialdini further goes into detail how “consistent constitutes a highly potent weapon of social influence, often causing us to act in ways that are clearly contrary to our behaviors”(60). In addition to consistency Cialdini also mentions commitment and how one small adjustment can change results dramatically. When a charity was calling asking for donations for the less fortunate, just by asking “how are you feeling this evening” lets the person realize they are doing well, then they lead in with asking for donations for the less fortunate. Once this is stated, “it becomes much easier for the solicitor to corner you into aiding those for whom all is not well”(68). This tactic is used by many nonprofit organizations and sales critters every day.
This obsessive desire to remain consistent affects everyone on a day-to-day basis. It is most evident in today’s politics. When looking into politicians and who we are going to vote for we find comfort through consistency. This helps us reinsure that we are voting for the correct politician. Furthermore, just like the horse races, once we vote we believe ever more slightly that our contestant is going to win even though nothing has changed. We feel pressured to back up what we have claimed by the people around us as well as ourselves. Inevitably, no individual likes to feel self-doubt. As a central motivator for our personal actions, consistency has the ability to influence us and change our actions and do something we normally would not want to do. We change our actions to be consistent with what we said we were going to do. If we say we are going to watch someone’s house while they are away, we are going to feel obligated to keep an eye out and react to make sure our words match our actions. Which leads to commitment. In a study done, it was proven that people are more suspectable to agreeing to help or to donate if they have previously stated they would help. In the sales world, a salesman might give you a small product even though there is no money to be made with smaller transactions. But by doing so, the foot-in-the-door technique can fly. This smaller purchase just cracks open the door for future possibilities to swing it off the hinges. Leading to bigger orders and more financial rewards solely based off of the initial small purchase. This happens because once you sell the individual one item they are comfortable doing business with you and continue down the path of being a committed customer. Cialdini was right to put consistency and commitment in his weapons of influence.
