Commitment, Consistency, and Coffee: Understanding Persuasion Techniques in Everyday Life
Even the shrewdest of communicators, of which I consider myself one, can be swayed by persuasion-fueled marketing techniques.
Let me explain.
In “Influence: The Psychology of Persuasion,” Dr. Robert Cialdini breaks down principles of persuasion that include reciprocation, commitment and consistency, social proof, liking, authority, scarcity, and unity. These concepts are essential to understanding how we can influence others and be influenced:
These principles can be applied singularly, in combination, or in sequence (think car salespersons and customer journeys).
I was reminded of how well these principles work as I brewed myself a cup of coffee this morning. To be specific, it was a 50-50 mix of Starbucks Pike Place decaf and regular that I blended to make half-caf that I got “for free” for being part of the Starbucks rewards program.
Unless you’re successfully living off the grid (how are you reading this?), you’re likely a member of some loyalty or rewards program, whether it be a grocery store, gas station, restaurant, or online shopping portal. These programs mix reciprocation (“buy three get one free”), scarcity (“25% off today only, order now”) and commitment and consistency (“enroll in our free rewards program, and earn points with every purchase at our stores”).
Today, these rewards programs are sophisticated data collection machines on your patterns and habits (an asset to the company, not you) that are then traded or sold and matched with other data to market even more goods and services to you.
The Power of Commitment and Consistency
Fine. That’s the price I’m willing to pay for “free” stuff. Even if it costs me. That’s the power of these persuasion techniques, specifically, in my case, “commitment and consistency.”
And to be clear, there is nothing inherently insidious or wrong with the ethical use of this concept, or any of the others. I entered into this reward program freely, knowing the risks and benefits.
Now, your taste buds may vary, but I’ve always noticed Starbucks’ coffee beans seem burnt. Friends jokingly called the chain “Charbucks,” yet I persisted in my commitment. And no matter how I cleaned my coffee maker and tried different additives like grounded eggshells or salt, my coffee always tasted bitter.
Still, I drank it.
I made a commitment to the Starbucks rewards program, and I was consistent, such that in my travels, or out and about during the day, I went to Starbucks so I could earn points for this “free” coffee.
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I’ve had coffee from other places—Tierra Mia and La Monarca are favorites—and I’ve loved it, but I would still regularly seek out Starbucks over these very tasty choices to earn those reward points.
As I sipped, I realized I was enduring a coffee I didn’t like to be consistent with my “commitment” to the reward program. Cialdini calls this a “foolish consistency.” The only way out is to ask yourself, “Knowing what I know now, would I make the same decision?”
A Realization and a New Path
Reading “Influence” during my graduate program was a life-changer. It made me think of so many different commitments I have made in my life that didn’t bring me joy or happiness or didn’t help anyone. (Well, my choice in coffee must have pleased a multinational, multibillion-dollar coffee conglomerate.)
As I stirred more half-and-half and more sugar into my coffee cup to mask the burnt-tasting bitterness, I realized just how completely I’ve been persuaded by Starbucks' use of “commitment and consistency” in its marketing.
I sought out and brought home coffee as I didn't enjoy. Knowing what I know now, would I choose Starbucks again?
Nope.
I’ve been caught up in a foolish consistency since 2007.
The solution to any foolish inconsistency you might find yourself in is to simply move on. (This lesson has been life-changing on so many levels.)
Time to explore new coffee. Suggestions?
And how many of these principles have you recognized and experienced? Did they work? Let me know in the comments.
Great piece, Gabriel! Cialdini: a master of his craft. Since you like him, I highly recommend checking out the work of his equal in the visual persuasion department, Nancy Duarte. Coffee: I am definitely partial to California-based brews. I know Peet's has been absorbed by a huge conglomerate, but it is definitely my go-to daily brew for my household. My favorite is the Major Dickinson's blend. For splurging on pricier beans, I cannot express my enthusiasm for S.F.'s Graffeo coffee highly enough (graffeo.com). They had a storefront in Beverly Hills, long-since shuttered, and have two more physical locations in S.F. and San Rafael. I get it via mail order a couple times a year, and they have three SIMPLE varieties: Dark, Light, Decaff. The website looks like it hasn't been updated since 2003, which is fine because the coffee is so insanely good.
Similarly, I wanted to like Starbucks when they first became popular (friends said it was “real” coffee) but it was too strong for my taste. But then they introduced the Blonde roast and I can drink that. So I am a Starbucks part-timer. As a longtime JHFCU employee the part of their model that intrigued me was the Starbucks app and how it effectively became a bank, storing millions of deposits. I found this interesting https://www.readtrung.com/p/starbucks-digital-dilemna
Try Four Sigmatic.