This is one of persuasive technique in advertising, consistency. This is one of 6 Cialdini’s factor of persuasion. Another factor is reciprocity that i write in here. Advertising often using this consistency technique to seduce the audience.
Why this persuasive technique in advertising work?
Break commitment and inconsistency is a generally undesirable public image or make use shame. Generally, people want to fulfill or be consistent with the commitments they have set. It’s not just because of the embarrassment people see.
People have a tendency to be consistent with their own promises. Inconsistent trends also exist, but that does not deny the tendency to be consistent. People tend to be consistent in their identities, statements, promises, roles they pre-determined.
Because of these characteristics, advertisers associate their offer with established identities and commitments.
Suppose if the customer segment of a manager, the sentence persuasion like this: because you are a professional manager, this software suite for you and will improve the achievement because you can manage the administration quickly and precisely.
It could also be this, if you are a disciplined manager, this watch is right for you because it can remind your promises.
This strategy of persuasion is more effective if it starts from an easy-to-accept commitment first, then gradually shifting to a vulnerable commitment to debate.
He will easily accept that debatable prone commitment because he will tend to be consistent with his previous commitments.
If public witness the commitment, it will also be more effective for him to follow. People tend to be ashamed to appear inconsistent. Therefore he will follow the commitment of a new commitment that is consistent with the commitment that the public sees.
People also tend to follow a commitment if they are rewarded for their commitment. He will be even more embarrassed to break his commitment.
A person’s commitment can be identified from his employment statement. All want to be seen publicly as an expert, honest, professional and credible in carrying out his work. In addition, one’s commitment is seen from his identity about religion, citizens, members of the organization and so on. Therefore by associating the offer with those identities, then people tend to accept your offer.
If for example, they do things inconsistent with their identity, can we encourage to be consistent with say, the professional seller really late? He will be compelled to return consistent with his own identity.
Identity is not always something that they said or they think. We can give a good label first. He will tend to accept the consequences of those nicknames. Suppose, Show your natural beauty with xxxx products.