“Stay True to You: How Self-Consistency Bias Keeps Customers Coming Back” Self-consistency bias is the tendency for people to act in ways that align with their past actions and self-image. In business, this helps build long-term customer loyalty. Once someone makes a small commitment—like signing up, buying once, or writing a positive review—they’re more likely to stay consistent with that behavior. Brands use this through loyalty programs, personalized messaging (“Welcome back, loyal customer!”), and milestone rewards. Subscription services also benefit—customers who identify as “members” feel committed. When businesses help customers see themselves as smart, loyal, or trend-setting buyers, they encourage repeat behavior that reinforces both identity and sales.
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