Consistency is a highly valued human trait where people want to act the same way given the same situation as before. The human brain favors consistency since it does not have to reprocess information when doing a certain task. Gut feelings are feelings that come up when someone senses that something is not quite right based on past consistent experiences. Gut feelings also come in when someone is committing to a new thing of which one is uncertain about. There are real-life examples of commitment and consistency.
In marketing, an organization will fight to retain its market share through advertising even if no real returns are realized. Huge sums of money end up being used for adverts merely because an organization ...
