The goal of this paper is to show how self-persuasion can be utilised to improve customer involvement in target behaviour. The scope of persuasion includes not only limited to inhibition of undesired behaviour, but also the encouragement of desired behaviour, significantly broadening the reach of this technique. Self-persuasion could be used as a marketing strategy to influence customers’ buying decisions. This could be especially useful in circumstances when customers have a strong emotional attachment to products or behaviours. Self-persuasion has recently been shown to be a more efficient technique of limiting unwanted, addictive behaviour than direct persuasion, according to a recent study in health psychology. Further this paper highlights how self-persuasion can be effective in the fields of health, reducing addictive habits, sustainable practices and financial investments.