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Chapter 3

Psychology of persuasion - Chapter 3 notes.docx

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MKT 400
Marla Spergel

Psychology of Persuasion Chapter 3Commitment and Consistency Once we have made a choice or taken a stand we will encounter personal and interpersonal pressures to behave consistently with that commitment o Bettors in racetrack exampleChristmas season toy example o Undersupply the toys that parents have promised o Parents are forced to substitute that toy with other toys of equal value o They come back in JanFeb to buy that toy to live up to their promisesDesire for consistency is a central motivator of our behaviourThe drive to be and look consistent constitutes a highly potent weapon of social influence often causing us to act in ways that are clearly contrary to our own best interestsThe person whose beliefs words and deeds dont match may be seen as indecisive confused twofaced or even mentally illA high degree of consistency is normally associated with personal and intellectual strengthBlind consistency like other forms of automatic responding offers a shortcut through the density of modern lifeSometimes it is not the effo
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