Case study Consistency: +15 percent

  1. Half of a set of participants were informed that they were substantially more likely to vote since they had been judged by the researchers to be more politically active after being casually asked about their usual voting patterns. (This wasn’t accurate; these individuals were chosen at random.)
  2. The remaining participants were kept in the dark. Just now, we asked them to describe how they typically voted.

The Ending?

15% more people showed up for the first group!

Our brain strives to keep a sense of continuity. The effectiveness of “gold” or “platinum” status as a customer loyalty programme is due to this.



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