The Consistency Principle

Nancy's used this principle successfully as a marketer, but she's also experienced it as a consumer. Simply reminding folks that they previously accepted the free trial, made them 10% more likely to go and buy the full product. A study from 2002 by a researcher, Brian Wonsack changed the name of dishes on a menu could change people's attitudes towards those dishes. But it doesn't just change what dishes, diners can also change their political views. In a 2020 experiment conducted in Germany, researchers found that supporters were more likely to agree with statements that were framed as being endorsed by one party versus another.