1. The Research
Commitment and consistency are key topics in the Powder Brows, Hairstrokes, and microblading industry. This article focuses on four research projects conducted between 2018 and 2022. One of these studies is ongoing. The sample size includes over 630 customers who ultimately chose to undergo a procedure. Notably, more than 64% of these customers had previously engaged with similar offers but did not convert. The research aimed to understand how commitment influences conversion to undergo a procedure and to assess the impact of introducing commitment elements in the offering. The study also involved 142 artists who varied their approach to asking for booking fees, keeping other factors constant, such as pricing, service, and location.
The Central Question Asked and Answered
The main question these studies addressed was the effectiveness and impact of asking for a booking fee for Hairstrokes, Powder Brows, or microblading procedures. The findings suggest that implementing a booking fee is beneficial, leading to a nearly 25% improvement in conversion rates. Details of these findings are discussed later in the article.
Psychology of Commitment and Consistency
The concept of commitment and consistency is based on the principle that once a commitment is made, there is an internal drive to adhere to it. This principle is particularly relevant to our research. Understanding the factors that motivate individuals to maintain their commitments is crucial.
Historical Roots
The psychology of commitment and consistency stems from our need to align our attitudes, beliefs, and actions. After committing, whether verbally or in writing, we experience internal and external pressures to remain consistent. This need arises because deviation causes cognitive dissonance, a mental discomfort. We tend to align our actions and attitudes with our initial commitment to avoid this discomfort. Thus, clients might feel guilty about breaking a commitment.
Consistency is also highly valued in society and is associated with reliability and trustworthiness. A public commitment increases the social pressure to remain consistent, adding to the internal pressure. This further compels clients to adhere to their initial promises.
Furthermore, consistency simplifies decision-making. Once a commitment is made, it guides future actions, reducing the effort needed for subsequent decisions. An initial commitment can significantly influence future behavior, helping clients finalize their decisions and reducing the need for further research on finding a suitable artist.