In 1966, researchers asked homeowners to put a huge “Drive Carefully” sign in their front yard. Only 17% agreed. But among those who, two weeks earlier, had agreed to display a tiny sticker on the same theme, 76% said yes. After a first “yes,” we want to stay consistent with the self-image it created.
Remembering is not replaying a recording — it is rebuilding. Each time you recall a memory, it becomes temporarily malleable and can be altered before being stored again. That is why two people can sincerely remember the same event… differently.
In 2003, Johnson and Goldstein compared European countries. Where you must tick a box to become a donor, consent rates ranged from 4% to 28%. Where you're a donor by default unless you opt out, they topped 85%. People aren't more generous on one side; most simply stick with whatever option was chosen for them.