Commitment and Consistency

People want their beliefs to be consistent with their values.  Humans have a deep need to be seen as consistent. As such, once we’ve publicly committed to something or someone, we’re much more likely to go through and deliver on that commitment (hence, consistency).

 Right on the homepage, you’ll notice a big headline urging you to grab the company’s free online marketing course. Just enter your email address: Clearly, this is a form of public commitment meant to get you to see yourself as a customer of the company. It’ll raise the chances that you’ll go on to purchase one of their services.