The principle of "Commitment and Consistency" is a psychological concept that shows how people tend to be consistent with their past actions and promises. This principle, which was described by the renowned social psychologist Robert Cialdini in his book "Influence: The Psychology of Persuasion", plays a crucial role in our daily lives, our decision-making processes and even in influencing behaviour.

The idea behind the Ben Franklin effect is simple: when someone takes an action or makes a promise, they develop a commitment to stay true to that commitment. This commitment can be very powerful due to the natural human desire for consistency. For example, if a person does a favour for a friend, they will be more willing to help that friend again in the future to maintain consistency in their behaviour.

Benjamin Franklin, one of the founding fathers of the United States, is often associated with this concept as he allegedly had the idea to lend a request for a book to a political rival. By accepting this request and returning the book, he created a positive connection and ultimately won the support of his rival.

The application of the "commitment and consistency" principle is widespread in various areas. In advertising, brands try to get customers to commit to small commitments in order to increase the likelihood that they will later buy larger products or services. In interpersonal relationships, applying this principle can help to strengthen relationships and resolve conflicts by relying on shared agreements and promises.

In psychology, the "Commitment and Consistency" principle is often used in experiments to study human behaviour and decision-making processes. It shows how strongly the urge for consistency is anchored in human nature.

To summarise, the principle of commitment and consistency offers a fascinating insight into the human psyche. It illustrates how our commitments and promises can influence our behaviour and decisions, and it can be applied effectively in different areas of life to achieve positive results.