Commitment

Abstract

This chapter outlines the third component of the belief change model, the sequences associated with Commitment. First, reinforcement is introduced as a dedicated believer transgresses simple measures of commitment in terms of signals and takes on a whole new way of thinking where belief provides the lens. Belief affects not only the structure of thought, but also its routine. The second sequence in Commitment, comprising Rewards-Redemption-Respect, is an iterative circuit. Rewards highlight the benefits of beliefs. Closely related to rewards, Redemption refers to the astonishing personal value accompanying beliefs that offer meaning. Personal gratification arrives; fulfilment and redemption are synonymous. Both rewards and redemption drive a renewed level of respect. An emphasis is placed on self-respect and the way that beliefs moderate and interpret self-talk, which in turn determines an individual’s comfort with the meaning his or her beliefs have created. Between the two mechanisms, deeper cognitive commitment emerges as specific beliefs and concepts embed via believers’ unconscious assumptions.