Rubber Band Effect

The Rubber Band Effect In Sales
By Kurt Mortensen

People will naturally act in a manner that is consistent with their cognitions (beliefs, attitudes, and values). Therefore, when people behave in a manner that is inconsistent with these cognitions, they find themselves in a state of discomfort. In such an uncomfortable state, they will naturally be inclined to adjust their behaviors or attitudes to regain mental and emotional consistency. When our beliefs, attitudes, and actions mesh, we live harmoniously. When they don't, we feel dissonance at some level--that is, we feel awkward, uncomfortable, unsettled, disturbed, upset, nervous, or confused. In order to eliminate or reduce such tension, we will do everything possible to change our attitudes and behavior, even if it means doing something we don't want to do.

Leon Festinger formulated the cognitive dissonance theory in 1957 at Stanford University. He asserted, "When attitudes conflict with actions, attitudes or beliefs, we are uncomfortable and motivated to try to change." Festinger's theory sets the foundation for the Law of Dissonance, one of the twelve laws of Maximum Influence.

Imagine that there is a big rubber band inside you. When dissonance is present, the rubber band begins to stretch. As long as the dissonance exists, the band stretches tighter and tighter. You've got to take action before it reaches a breaking point and snaps. The motivation to reduce the tension is what causes us to change; we will do everything in our power to get back in balance. We seek psycho-emotional stasis at all times, much like we experience the ever-present, driving need for food and water to satisfy our physical being.

When we feel cognitive dissonance, we have to find a way to deal with the psychological tension. We have an arsenal of tools at our disposal to help us return to cognitive consistency. The following list outlines different ways people seek to reduce dissonance.

* Denial--To shut out the dissonance, you deny there is a problem. You do this either by ignoring or demeaning the source of the information. You might also deliberately misperceive the confronting position.