If you can get someone to mentally commit to a product or a decision, he is likely to remain committed even after the terms and conditions change. This is why when stores, for example, advertise very low prices on a television set, they include in small print, "Quantities Limited." By the time you get to the store, all the bargain televisions are sold, but you are mentally committed to buying a new TV. Luckily for you, there are more expensive models available. So, you go home having spent $300 more on a television set than you originally planned, just because you needed to maintain a consistency between your desire for a new TV and your action of being in the store.
|
