A few days ago, Yvain introduced us to priming, the effect where, in Yvain’s words, "any random thing that happens to you can hijack your judgment and personality for the next few minutes."

Today, I’d like to discuss a related effect from the social psychology and marketing literatures: “commitment and consistency effects”, whereby any random thing you say or do in the absence of obvious outside pressure, can hijack your self-concept for the medium- to long-term future.

To sum up the principle briefly: your brain builds you up a self-image. You are the kind of person who says, and does... whatever it is your brain remembers you saying and doing. So if you say you believe X... especially if no one’s holding a gun to your head, and it looks superficially as though you endorsed X “by choice”... you’re liable to “go on” believing X afterwards. Even if you said X because you were lying, or because a salesperson tricked you into it, or because your neurons and the wind just happened to push in that direction at that moment.

For example, if I hang out with a bunch of Green Sky-ers, and I make small remarks that accord with the Green Sky position so that they’ll like me, I’m liable to end up a Green Sky-er myself. If my friends ask me what I think of their poetry, or their rationality, or of how they look in that dress, and I choose my words slightly on the positive side, I’m liable to end up with a falsely positive view of my friends. If I get promoted, and I start telling my employees that of course rule-following is for the best (because I want them to follow my rules), I’m liable to start believing in rule-following in general.

All familiar phenomena, right? You probably already discount other peoples’ views of their friends, and you probably already know that other people mostly stay stuck in their own bad initial ideas. But if you’re like me, you might not have looked carefully into the mechanisms behind these phenomena. And so you might not realize how much arbitrary influence consistency and commitment is having on your own beliefs, or how you can reduce that influence. (Commitment and consistency isn’t the only mechanism behind the above phenomena; but it is a mechanism, and it’s one that’s more likely to persist even after you decide to value truth.)