{"id":31833,"date":"2019-09-05T12:23:54","date_gmt":"2019-09-05T17:23:54","guid":{"rendered":"https:\/\/www.crowdspring.com\/blog\/?p=31833"},"modified":"2023-06-06T19:27:10","modified_gmt":"2023-06-07T00:27:10","slug":"marketing-psychology-commitment-and-consistency-principles","status":"publish","type":"post","link":"https:\/\/www.crowdspring.com\/blog\/marketing-psychology-commitment-and-consistency-principles\/","title":{"rendered":"Marketing Psychology: How You Can Use Commitment and Consistency Principles To Increase Sales"},"content":{"rendered":"

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Psychology<\/a> plays a critical role in marketing and design.<\/p>\n

After all, design influences consumer behavior<\/a>.<\/p>\n

There are powerful psychology principles<\/a> in play behind successful product design<\/a>.\u00a0Similarly, smart designers, marketers, and business owners leverage psychology<\/a> to create custom company logos<\/a> that influence purchasing decisions.<\/p>\n

Even simple lines can be powerful psychologically, as we pointed out in our complete guide on creating a unique and powerful brand identity<\/a>.<\/p>\n

Marketers and business owners who understand psychology have an unfair advantage.<\/p>\n

But you don’t need a Ph.D. in psychology to apply principles of psychology to your marketing.<\/p>\n

For example, you can easily leverage the principles of commitment and consistency<\/em><\/strong> to increase loyalty and sales.<\/p>\n

The best way to earn the loyalty of customers and prospects is to make them commit to something.<\/p>\n

That’s because people prefer to be loyal and consistent with a choice they previously made.<\/p>\n

This happens because we use mental shortcuts to simplify the way we make decisions. And because we make so many decisions every day, we subconsciously (and sometimes, consciously) look for ways to reduce the number of decisions we have to make.<\/p>\n

Dr. Cialdini<\/a>, author of,\u00a0Influence: The Psychology of Persuasion<\/em> writes:<\/p>\n

Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.<\/p><\/blockquote>\n

As a psychological principle, commitment and consistency refer to the choices people make to believe more strongly in the decisions we’ve already made in order to avoid cognitive dissonance (a situation where you have conflicting beliefs or behaviors).<\/strong><\/p>\n

Here are some effective ways marketers, businesses, and even politicians leverage the principles of commitment and consistency to increase loyalty and improve their bottom line.<\/p>\n

Foot in the Door: Political Brands<\/h2>\n

FITD was first studied by Stanford psychologists Jonathan Freedman and Scott Fraser<\/a> in 1966.<\/p>\n

The premise is simple: someone will agree to a larger request after they have first agreed to a smaller request.<\/p>\n

Recently we reviewed the Best and Worst Political Branding of the 2020 Democratic Primary Race<\/a>. While the candidates may differ in nearly every other way \u2014 they all use Foot In The Door marketing techniques.<\/p>\n

\"\"<\/p>\n

Consider Pete Buttigieg’s homepage<\/a>.<\/p>\n

Visitors are only asked to supply their e-mail or phone numbers from the main page to stay up to date on campaign news.<\/p>\n

After agreeing to that small step, “team members” will receive increasingly larger requests.<\/p>\n

Share this e-mail. Donate $10 to the campaign.\u00a0Purchase campaign swag.\u00a0Attend a Rally.\u00a0Volunteer.\u00a0Vote.<\/p>\n

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