In general, the main reason for such swings in the direction of a choice has to do with another fundamental principle of social influence. Like the other principles, this one lies deep within us, directing our actions with quiet power. It is our desire to be (and to appear) consistent with what we have already said or done. Once we make a choice or take a stand, we encounter personal and interpersonal pressures to think and behave consistently with that commitment. Moreover, those pressures will cause us to respond in ways that justify our decision.1
