What is the principle of consistency in marketing?

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Within consumer behavior, there are different principles that allow us to know more about the consumer and provide them with adequate service. In this article we will look at the principle of consistency.

In this article we will see:

Concept of consistency
How to use the consistency principle in marketing?
Intensifying consistency
Decreasing consistency
Concept of consistency
This principle, according to Robert Cialdini, implies rcs data greece people tend to be consistent or coherent with something they previously said.

You probably think that this has absolutely nothing to do with marketing. But for effective sales it is very important. Let's look at it in more detail:


Let's take the example of a person who bought a smart TV (one of those that has Netflix built in). He chose brand "A" because it seemed the best. But not everything turned out as expected.

The customer service at the point of sale was not optimal, and the TV was not as good as I thought. We are in the presence of cognitive dissonance . That is, the psychological discomfort that can occur after a purchase.

cognitive dissonance or cognitive



Faced with this psychological discomfort, the customer is likely to rationalize the problem. In this way, he convinces himself that TV brand “A” (the one he chose) is still better than “B.” He searches for information on the Internet that supports his way of thinking until he is completely convinced.

If someone asks you if you agree with the purchase, you will most likely say yes. But you will hardly buy from brand “A” again.


The consistency principle is, then, the bias by which we strive to support an opinion or action that we have previously taken.

How to use the consistency principle in marketing?
To use this bias, we first have to know that we can try to reduce or enhance it .