On this seventh anniversary of the September 11th attacks, I have decided to quote from Dr. Robert Cialdini’s book, The Psychology of Influence and Persuasion. While not intended to address 9/11 specifically, it has helped me understand the general public’s apathy for 9/11 research.
“It is, quite simply, our nearly obsessive desire to be (and to appear) consistent with what we have already done. Once we have made a choice or taken a stand, we will encounter personal and interpersonal pressures to behave consistently with that commitment. Those pressures will cause us to respond in ways that justify our earlier decision.”
“Psychologists have long understood the power of the consistency principle to direct human action. Prominent theorists such as Leon Festinger, Fritz Hieder, and Theodore Newcomb have viewed the desire for consistency as a central motivator of our behavior. But is this tendency to be consistent really strong enough to compel us to do what we ordinarily would not do? There is no question about it. The drive to be (and look) consistent constitutes a highly potent weapon of social influence, often causing us to act in ways that are clearly contrary to our own best interests.”
“To understand why consistency is so powerful a motive, it is important to recognize that in most circumstances, consistency is valued and adaptive. Inconsistency is commonly thought to be an undesirable personality trait. The person whose beliefs, words, and deeds don’t match may be seen as indecisive, confused, two-faced, or even mentally ill. On the other side, a high degree of consistency is normally associated with personal and intellectual strength. It is at the heart of logic, rationality, stability, and honesty. A quote attributed to the great British chemist Michael Faraday suggests the extent to which being consistent is approved – sometimes more than being right. When asked after a lecture if he meant to imply that a hated academic rival was always wrong, Faraday glowered at the questioner and replied, “He’s not that consistent.”"
“Certainly, then, good personal consistency is highly valued in our culture. And well it should be. It provides us with a reasonable and gainful orientation to the world. Most of the time we will be better off if our approach to things is well-laced with consistency. Without it our lives would be difficult, erratic, and disjointed.”
“But because it is so typically in our best interests to be consistent, we easily fall into the habit of being automatically so, even in situations where it is not the sensible way to be. When it occurs unthinkingly, consistency can be disastrous. Nonetheless, even blind consistency has its attractions.”
“First, like most other forms of automatic responding, it offers a shortcut through the density of modern life. Once we have made up our minds about an issue, stubborn consistency allows us a very appealing luxury: We really don’t have to think hard about the issue anymore. We don’t have to sift through the blizzard of information we encounter everyday to identify relevant facts; we don’t have to expend the mental energy to weigh the pros and cons; we don’t have to make any further tough decisions. Instead, all we have to do when confronted with the issue is to turn on our consistency tape, whirr, and we know just what to believe, say or do. We need only believe, say, or do whatever is consistent with our earlier decision. “”
“The allure of such a luxury is not to be minimized. It allows us a convenient, relatively effortless, and efficient method for dealing with complex daily environments that make severe demands on our mental energies and capacities. It is not hard to understand, then, why automatic consistency is a difficult reaction to curb. It offers us a way to evade the rigors of continuing thought. And as Sir Joshua Reynolds noted, “There is no expedient to which a man will not resort to avoid the real labor of thinking.” With our consistency tapes operating, then, we can go about our business happily excused from the toil of having to think too much.”
