The Secret Weapon of Social Influence

A study done by a pair of canadian psychologists uncovered something fascinating about people at the race track. Just after placing a bet, they are much more confident of their horse's chances than they were immediately before laying down that bet. It is our nearly obsessive desire to be and to appear consistent with what we have already done. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment.