self-perception theory. Introduced by behavioral scientist Daryl Bem in the early 1970s, the theory states that people tend to view themselves in ways that are consistent with their public statements and behaviors. In cold calls where customers are asked how they’ve been and answer positively (which most of us tend to do even if out of habit), their words influence their feelings. And that immediate rush of positive feelings makes them more compliant as sellers look to continue the dialogue.
