Consistency
We are driven to maintain a positive and consistent self image.
The research
When residents in Palo Alto were asked to put up a large billboard in their lawn for the 'Drive Safely' campaign, only 18% agreed. Nearby, almost all residents initially agreed to put up a 3-inch sticker with the same message, and then when asked to put up the large billboard, 76% agreed.
Cialdini (2007). The Psychology of Persuasion
Everyone tells a story about themselves inside their own head. We build ourselves out of that story.
Pro tip
This pathway is most effective sequentially — first asking someone to make a tiny step in the right direction, then asking them to take bigger steps that are better aligned with their new self image.
Thought starters
Start with the simplest action someone can take
Encourage people to feel good about contributing positively towards a higher goal
After the simple action, invite people to participate in a bigger step towards this goal