COMMITMENT AND CONSISTENCY Commitment and Consistency Remember cognitive dissonance? Feeling of anxiety or tension Arises when behaviors = attitudes.

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Presentation transcript:

COMMITMENT AND CONSISTENCY

Commitment and Consistency Remember cognitive dissonance? Feeling of anxiety or tension Arises when behaviors = attitudes

“Please call if you have to change your plans.” 30% no show rate “Will you please call if you have to change your plans?” 10% no show rate

Commitment and Consistency Once we make a commitment, we feel pressure from ourselves and others to behave consistently with that commitment. CP

Beach Towel Study (Moriarty, 1975) Control group: no commitment Experimental group: commitment: “Could you please watch my things”

Beach Towel Study CP ControlExperimental

Here’s another example... Researchers asked 1/2 of the residents in an apt. complex to sign a petition to create a recreation center for the handicapped 2 weeks later, all residents were approached and asked to donate money to the cause This reflects a two-step process for the 1/2 of participants who signed the petition: Step 1: obtain commitment (i.e., petition signature) Step 2: get consistency in behavior (i.e., donate $) CP

Results Experimental Group Control Group 92%53%

This process is called... The Foot-in-the-Door Technique

Foot-in-the-Door Technique Compliance with small request increases chance of compliance with larger request later

American Cancer Society Study (Cialdini & Schroeder, 1976) Control Group: “I’m collecting money for the American Cancer Society. Would you be willing to help by giving a donation.” Experimental Group: “I’m collecting money for the American Cancer Society. Would you be willing to help by giving a donation. Even a penny would help.” CP

American Cancer Society Study CP $18.55 $30.34

Commitments “grow their own legs” People add reasons and justifications to support the commitments they have made. This causes prior commitments to be self- perpetuating because people will stick to their prior commitments even when the original factor leading to compliance is gone. CP

Low Ball Technique Costs concealed until commitment is made

Quit Smoking Study (Joule, 1987) Smokers asked to complete survey 85%12% After committing, told “no smoking”

Commitment and Consistency Why does it work? Consistency is valued Consistency saves mental resources

Factors that Affect Commitment and Consistency Is the commitment voluntary or forced? He that complies against his will is of his own opinion still Is the commitment made in public or private? Is the commitment made actively or passively? Did the commitment take effort or not? CP

Aids Awareness Study Active: Passive: answer ‘YES’ on skip 2 items 2 items 26%74%