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Unformatted text preview: Compliance
How to get what you want Compliance Changing one's behavior in response to a direct request Examples: Explicit Implicit Salesman Advertisements / Commercials Conmen Anyone asking for a favor Compliance
6 Principles 1. Reciprocity 2. Consistency 3. Social Validation 4. Friendship/Liking 5. Authority 6. Scarcity Reciprocity Powerful norm Examples: we feel obligated to return favors Liking Cooperation / Competition Selfdisclosure Persuasion Harm Reciprocity How compliance professionals use reciprocity
1. "Free" gift target feels obligated to give something back 1. Doorintheface target feels obligated to reciprocate the more modest request; reciprocal concessions 1. That'snotall target feels obligated to reciprocate better deal Reciprocity Consistency Desire for consistency Way to manage selfconcept Commitment leads to consistency Consistency
How compliance professionals use consistency
1. 2. Footinthedoor Commitment "I donated $$ earlier, therefore I must be the kind of person who donates $$." Baitandswitch Lowball 3. Evenapennywouldhelp Desire to see ourselves as helpful Consistency Social Validation We look to others to determine appropriate ways to behave "Everyone's doing it..." Social Validation
How compliance professionals use social validation
1. "Largest selling, fastest growing" List "Everyone's donating, it must be the correct thing to do." 1. The more people on the list, the more likely we are to comply Social Validation Social Validation Liking We help our friends and people we like Who do we like? Physically attractive Similar to us Compliment us Cooperate with us Liking
How compliance professionals use liking
1. Physical Attractiveness Similarity associated with: talent, kindness, honesty, and intelligence Mirrorandmatch technique Praise does not have to be accurate nor does it have to be genuine Bad Cop / Good Cop 2. 3. Compliments Cooperation 4. Liking Liking Authority We assume, usually correctly, that authorities have superior knowledge, talent, or fortune. However, leads us to comply when "authority" is not legitimate. Authority How compliance professionals use authority "Fashionable Men's Clothiers since 1841" Actors & celebrities Symbols lab coat, suit & tie, "Doctor" Jay walking 3.5times more likely to follow person in tie Con artists Authority Authority Scarcity 1. Rare is good heuristic 2. Loss of freedom Reactance Theory Opportunities seem more valuable when less available 2 reasons: Scarcity
How compliance professionals use scarcity
1. 1. "Limited time offer!" "One week only sale!" "Buy now or miss out on this great offer!" People are motivated by loss "You can lose several health benefits by failing to go to the dentist." Scarcity Scarcity Compliance: Summary
6 psychological principles 1. Reciprocity 2. Consistency 3. Social Validation 4. Friendship/Liking 5. Authority 6. Scarcity References Cialdini, R. B. (2001). Influence: Science and Practice. Needham Heights, MA: Allyn and Bacon. Cialdini, R. B., & Trost, M. R. (1998). Social influence: Social norms, conformity, and compliance. In D. T. Gilbert, S. T. Fiske, & G. Lindzey (Eds.), The handbook of social psychology (Vol. II, pp. 151192). Boston, Massachusetts: McGrawHill Companies. Assignment for Wed Bring to class a sheet of paper on which you have written (or typed) a description of a time when you changed your behavior because of real or imagined pressure from others. DO NOT WRITE YOUR NAME ON THIS PAPER. Turn paper in and sign separate sheet (so I can give you credit) ...
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This note was uploaded on 03/20/2008 for the course PSYC 260 taught by Professor Traceycallison during the Spring '08 term at UNC.
- Spring '08
- Social Psychology