This principle is rooted in the need for cognitive harmony, as inconsistency can create discomfort or cognitive dissonance. For instance, someone who publicly supports environmental causes may feel compelled to buy eco-friendly products, even at a higher cost, to avoid the perception of hypocrisy. Similarly, a voter who strongly identifies with a political party may continue supporting it, even when its platform changes, to remain consistent with their long-standing allegiance.
This technique manipulates the audience's (or opponent's) internal desire for consistency. It capitalizes on the psychological discomfort people feel when their actions (agreement) conflict with their later words or beliefs. To resolve this discomfort, they are more likely to align their views with the direction of the initial agreement. This principle is especially powerful when individuals have publicly committed to a stance or behavior, as the need to "follow through" is heightened by social accountability.
The consistency principle is frequently used in persuasion, marketing, and political rhetoric. With an opponent, a speaker might ask, “Do we agree that protecting children’s safety is a priority?” Once the opponent agrees, the speaker can follow up with, “Then you must also agree that this policy is necessary to achieve that goal.” The initial agreement primes the opponent to feel obligated to align with subsequent claims, even if they might not fully agree.
With an audience, a politician might encourage voters to pledge their support early in a campaign, knowing that public commitment increases the likelihood of follow-through at the polls. Similarly, advertisers use small initial agreements, like signing up for a free trial, to create a sense of obligation and consistency that leads to larger purchases later.
