Commitment

and
Consistency
A consumer behavior
study

Group 10
Himal (A052)
Shalini (A045)
Davinder (B008)
Harneet (B034)
Kruti (F062)
Akash (G024)
Shabnam (G034)
Commitment & Consistency
One of Dr. Robert Cialdini’s six
Individuals do as much as
principles of persuasion, as
possible to appear consistent
stated in his book Influence
about their words and actions
(1984)

Especially true for actions The behavior at times stretches

taken or committed to in the to the extent of doing things
public domain that seem irrational

Once we have made a choice or taken a stand, we will encounter personal and
interpersonal pressures to behave consistently with that commitment. Those
pressures will cause us to respond in ways that justify our earlier decision
Project backdrop: Literature review
Research paper • Name: Developing affective brand commitment through social media
• Published in: Journal of Electronic Commerce Research, VOL 14, NO 3,
details 2013

• Approach towards commitment & consistency in the modern world of

social media (Facebook)
Context:
• research examines how emotional, or affect-based brand relationships,
are developed online

• Emotional relationships are cultivated by the intimacy & self-connection

towards brand, or artist (content)
• This intimacy & connection can lead to an attachment and bond, or
Findings: affective commitment
• Strong affective commitment from the consumer is extremely valuable
to the brand
• It leads to loyalty in the form of purchase behavior, support of artistic
vision and brand advocacy
Project objective & research hypothesis
Objective
To test effectiveness of
commitment on social media
(Instagram), and validate its
impact on the consistency/
loyalty towards brand choice,
when given better alternatives
Hypothesis
Commitment to content (and
thus content platform) on
social media, brings a higher
ratio of consistency by means
of loyalty, in the choice of
content platform even in the
presence of better alternatives
Methodology
Challenge Floating Interpretation
posted Google Form & Analysis
Research,
Result &
Analysis
PEOPLE CONTANCTED
Gender Demographics Profession Mix
100+
Working Professional, Retired/Homemaker,
18, 30% 3, 5%
NUMBER OF QUALITY Males,
26, 43%
RESPONSES

60 Females,
34, 57%
Student, 33,…
SCOPE OF
RESEARCH Self-Employed, 6,
10%
STUDENTS
SELF EMPLOYED
Current Preference Group Categorization
WORKING
PROFESSIONALS Amazon Prime, Controlled Group,
Hotstar, Experiment Group, 30, 50%
RETIRED HOMEMAKER 16, 27%
44, 73%
30, 50%

AREA OF
RESEARCH
CONTROLLED GROUP
EXPERIMENTAL GROUP
 Effect of Discounts Effect of Exclusive Content
Key Highlights & Insights
Controlled Group Controlled Group
1. On offering discounts to our controlled
group, 70% of them switched and 30%
Stayed, 9, 30% Stayed, 8, 27% stayed with their current choice
2. However, the scenario was opposite among
experiment group who presented their
commitment on Instagram

Switched… 3. When Exclusive content was offered, people

from controlled group switched easily
Switched,… 4. On offering exclusive content, 60% of
people in experiment group were still
consistent with respect to choices
Experiment Group Experiment Group 5. Study clearly highlighted that majority of
people who committed earlier about their
Switched, preferences remained consistent
Switched, 7,… 12, 40%
Stayed, 18, 60%
Stayed, 23, 77% 6. The offer of exclusive content was more
likely to switch people as compared to
discount factor
 Limitations
&
Future Scope
 • People may be committed for a shorter duration to
such platforms like Amazon and Hotstar and might
switch as they get quality content be it at a higher
Limitations price
• The effect of commitment and consistency on
various age group could be tested

• Experiment could be conducted for how long the

commitment effect works for various product
Future categories.
• To determine limits in terms of value provided by
Scope competing products at which maximum people
which switch from their commitments.
Recommendations
In the current digital Benefit- Brands can
era, Getting focus more on
commitments on engaging
social media would customers than
lead to more providing discounts
consistency E.g.- Conduct
debates.

Customer loyalty On basis of connecting

could be established with customers by
if the quality of educating them and
product and services providing training
is distinguished. sessions we could get
subtle commitments.