The actual rates of car purchase among the group in the following six months shot up to over 35% above average.
Simply by measuring the state, they changed it.
This effect’s been dubbed the Mere Measurement effect (even though there’s nothing mere about its effect). It tells us that our response to an initialintent question changes our subsequent evaluations by activating an existing attitude – and that attitude remains accessible and pronounced for some time. However, if there were no existing inclination one would not appear. Much like a countryside path – if you have a groove, you’ll get a rut. So of those 40,000 with existing inclination to purchase, their attitude was amplifi ed.