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The Principle of Commitment and Consistency of Behaviour
Báčová, Alexandra ; Vinopal, Jiří (advisor) ; Malvotová, Pavla (referee)
1 Abstract The aim of this thesis is to offer an overview of the principle of commitment and consistency, which is based on the theoretical concepts of behavioural economics. The principle is one of Cialdini's six (now seven) universal principles of persuasion. The principle speaks of the fact that the moment we make a commitment, we increase the likelihood that we will maintain consistent behaviour in the matter to which we have committed ourselves. Emphasis is placed on the various possibilities of how the principle can be used in practice, on the types of commitment that can be made and on the perspectives that help us understand how the commitment- consistency sequence works. The second part of the work is devoted to the realisation and analysis of the author's own research, in the form of an experimental study. The research examined the effect a commitment has on the consistency of behaviour under the influence of normative social influence. It has been found that half of the participants, when having made a commitment, maintain consistent behaviour even when conditions directly encourage them to be inconsistent. Based on the data obtained, a moderately strong and statistically significant relationship was found between commitment and behaviour. However, the statistical analysis further revealed that...
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