In high school I joined an Environmental Club, The Tree Huggers. Through beach clean-ups and saving energy, I found myself becoming eco-friendly. However, a nagging sense of apprehension creeped up on me. I was developing a growing anxiety about the possibility of my parents or friends catching me in a moment of environmental disregard. This eagerness to act on every instance of waste production was driven by a desire to be consistent. And consistency becomes even more pronounced when public image comes in. Why so? Perhaps because nobody likes being known as wishy-washy, we all want to hold a reputation of honesty and steadfastness. I felt no different.
Consistency extends beyond our individual lives and finds its place in the dynamic realms of Marketing, Advertising, and Persuasion. But what provides the “click” that activates the need for being consistent? Social psychologists think “commitment” is the answer. Toy companies like…
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