Do you want to know why you like what you like?

The need for a message to be consistent cannot be over emphasized considering the confusion that an inconsistent message creates. Once the target audience recognize that something entirely different is communicated each time they expect the next message to be “compatible” with the previous, they get disappointed and change their attitude. In effect, the message loses its credibility.

Respected consistency theorist Leon Festinger, buttresses the consistency theory with his theory of cognitive dissonance. He affirms that dissonance (inconsistency) creates stress and tension in people (Hamilton, 2008). Most of us recognize how stressful it can be when we end up hearing something entirely different when we expect to hear something similar to what we have already heard.

A study by Rajiv Vaidyanathan and Praveen Aggarwal which was published in their article, using commitments to drive consistency: enhancing the effectiveness of cause-related marketing communications, extended the “consistency theory” by linking it to the “commitment theory” (Vaidyanathan & Aggarwal, 2005). The study concluded that when people are persuaded to commit to a cause, they are likely to stay with that cause. That is why marketers try to get you to stick to your favorite product(s), and you get “hooked” on as long as you continue to get the expected benefits.
Have you really thought about why you stick to your favorite brand(s)? If you found out after reading this blog, please share your thoughts by posting a comment.


References:
Hamilton, C. (2008). Communicating for results: a guide for business and the professions. Belmont, CA: Thomson Wadsworth.
Vaidyanathan, R., & Aggarwal, P. (2005, December). Using commitments to drive consistency: Enhancing the effectiveness of cause‐related marketing communications. Journal of Marketing Communications, 11(4), 231-246. Retrieved October 18, 2008, doi:10.1080/0144619052000345600