Self-Perception Theory

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Assumes that we observe our own behavior to determine just what are attitudes are, much as we assume that we know what another person's attitude is when we watch what he does.  We maintain consistency as we in infer that we must have a positive attitude toward an object if we have bought or consumed it (assuming we freely made this choice).^[2]

Example from the text: "I guess I must be into Facebook pretty big time.  I seem to spend half my life on it."^[3]

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Helps explain the effectiveness of a strategy salespeople call foot-in-the-door technique.

Foot-in-the-door technique refers to the thought that a consumer is more likely to comply with a big request if he agrees to a smaller one.

     Signals that the customer is willing to listen to the salesperson's pitch.^[5]

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