Book Preview: How Consumers’ Decisions Get Influenced

3. Consistency. Engender consistency with past actions. In his book, Granger notes that values, beliefs and feelings have little to do with fact and logic. Reality is whatever we perceive it to be. Therefore, your customers’ perception is their reality. Learn this reality, and work to it, Granger advises. Learn how your customer is consistent with regard to the following elements: spending habits, affiliations with clubs or associations, religious leanings, peer group values, automatic or analytic mode, prior actions, among other things.