Social psychologists have for decades recognized that cognitive dissonance, the uncomfortable sensation of holding two conflicting ideas in mind, leads to some strange behavior. For example, Leon Festinger once infiltrated a religious cult on the brink of an end-of-the-world prophecy. Upon seeing that there deeply-held belief of salvation before a great flood failed to materialize on a specific date, the followers were faced with a choice: recognize the failure and abandon their convictions or rationalize the mistake and become more devoted.
As has happened countless times throughout history, most of the members chose the latter path. The reason, according to Festinger, is that they had publicly and privately expressed their beliefs, a process that has powerful effects on thoughts and behavior. Out of a desire to act consistently, the members concluded that the world was going to end, but their belief spared the planet of suffering.
While these findings are fascinating, it may seem to be an extreme case, and thus not applicable to people in general. However, other experiments have shown that cognitive dissonance compels all people to behave in unexpected ways. People are far more likely to show affinity towards products or services when they are first induced to state a preference for it. While this effect is greatest when individuals state it publicly, even a seemingly ‘private’ choice, wherein a preference is written but unshared, has a measurable effect on how one will perceive a product in the future.
I mention all of this because I saw a new advertising feature on Hulu.com that harnesses the effects of cognitive dissonance and a desire for consistency. Hulu, as you probably know, is a website that presents television shows, movies, and other professionally-produced videos under legal license from studios. Generally, it is supported through short advertisements (presented during standard broadcast commercial breaks, but much shorter than what one would see on television). Typically, the experience is fundamentally the same as watching TV.
Yet recently, the site has used a different model. Before some videos, users are given the option to select which company they would prefer sponsor the video. For most users, this probably seems like an insignificant choice. I highly doubt that people prefer which commercial they view, and as such little conscious thought likely goes into the choice. On a subconscious level, however, this is very important.
For one, users are probably likely to automatically select a brand that they already have some affinity for. So selecting that brand will reinforce existing ideas. More importantly, however, are the implications of cognitive dissonance and a desire for consistency. Because the viewer chose to see that particular advertisement, subconscious processes will force them to feel that they did so for a reason. Specifically, because they felt a connection with that particular brand.
Which shall I choose? (click for full size)
If I chose to watch a BlackBerry advertisement, I would most likely respond more positively to BlackBerry than to Applebee’s a short time after viewing the video. With enough repitition, this process would create a long-term connection between myself and the brand. More to the point, however, I would be more receptive to BlackBerry after choosing the ad than if the exact same ad were presented without a choice.
In other words, the consistency bias will really have an effect not simply because I chose BlackBerry over Applebee’s, but because I simply made a choice. As soon as I have done that, the subconscious machinery of my mind will fool me into feeling like I made a selection I cared about, when in reality, I probably just clicked a link.
With that in mind, I wonder about the effects of a different form of advertising the site uses. Occassionally, Hulu will give me an option to watch a full-length trailer for a film before watching a video, or viewing thirty-second commercials during the video. Is this, as Advertising Age suggests, simply a nice bit of choice given to the consumer?
Just making a choice (click for full size)
