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Unformatted text preview: Compliance Compliance
A. Two Mechanisms for gaining compliance A. Two Mindlessness Contrast Principle B. Six Strategies B. Six Reciprocity Commitment & consistency Social Validation Liking Authority Scarcity 1. Reciprocation
Replying in kind Replying Norm of reciprocity – we should try to Norm reply, in kind, with what another person has provided us person Gifts and favors
Sending Xmas cards to strangers Sending (Kunz & Woolcott, 1976) (Kunz Sent 578 cards 117 sent return Xmas cards 1. Reciprocation 1.
Regan’s (1971) Coke study Amway’s free samples Deaf individuals’ hand out key chains Deaf as a “gift” Charities send address labels or Charities coupons, but ask for donations coupons, Servers who leave mints with your Servers check check 1. Reciprocation 1. 1. Reciprocation 1. Door-in-the-face technique: Begin with an extreme request that’s Begin almost always rejected, then retreat to a more moderate request (which you planned to make all along) you Door-in-the-face experiment
(Cialdini et al., 1975): (Cialdini Small request: “Will you chaperone juvenile Small delinquents on a one-day trip to the zoo?” delinquents Only 17% agreed Door-in-the-face procedure: Door-in-the-face First asked for big request: “Will you volunteer to First council juvenile delinquents for two hours a week for at least two years?” for After everyone refuses, ask for the smaller request After above above Big + small request: 50% agreed to small request 1. Reciprocation 1. Labor negotiators may start with Labor extreme demands, but plan to concede some room some Avoidance of reciprocation tactic – Be wary of gifts. 2. Commitment and Consistency Commitment Consistency can be valued and Consistency adaptive adaptive But when it occurs mindlessly, But consistency can be disastrous consistency 2. Commitment and Consistency Commitment
“Once we make a choice or take a stand, we Once will encounter personal and interpersonal pressures to behave consistently with that commitment.” (Cialdini, 2001) commitment.” Postdecisional dissonance Postdecisional reduction for horserace bettors reduction After casting a ballot, voters After are more confident that their candidate will win candidate 2. Commitment and Consistency Commitment Example: Writing down a weight-loss Example: goal and show it to others goal 2. Commitment and Consistency 2. Just asking people whether they’ll vote Just on election day (most say they will) increases their turnout at polls increases Telemarketers trying to make small-talk Foot-in-the-Door technique Foot-in-the-Door
• You first make a small request, then make You a much larger request after the person has agreed to the smaller request agreed Freedman and Fraser (1966) Freedman
• Researchers went door to door Condition 1: Asked for a “Large request”: Put Asked a huge, ugly billboard on your lawn 17% agreed Condition 2: People were first asked for a People “Small request”: Put small sign in their window (all agreed) window 2 weeks later, a different person came and weeks asked for the Large request DV = Compliance for the large request Percent compliance
100 80 60 40 20 0 Large request only Small then Large FIRST STEP SECOND STEP Get an Agreement to a Specific Arrangement Low-Ball Technique Get Customer to Agree to Buy a New Car for $15,000 Change The Terms of The Arrangement “Oh, you wanted tires and seats? Then that’ll be $15,999.” Low-Ball Technique (Cialdini et al., 1978) Low-Ball Request: Will you participate in an Request: experiment on cognitive processes, starting at 7:00am in the morning? at 24% agreed VS. Initial request Participate in experiment on cognitive Participate processes? (Everyone agreed) processes? Additional hidden costs: Start at 7:00am, will you still come? Percent compliance
100 80 60 40 20 0 Initial agreement then full costs Full costs up front 2. Commitment and Consistency Commitment Avoidance – Don't worry about being consistent or seeming hypocritical. consistent 3. Social Validation Social
We determine what is correct by finding out what other people think is correct Canned laughter Salting the tip jar Salting Creating lines outside nightclubs Consensus ads Bestsellers 3. Social Validation Social
Problems: Mindless conformity Mindless Pluralistic ignorance Avoidance – Evaluate whether the social proof is genuine 4. Liking Liking
We are most likely to comply to people We we know and like. we Friends Tupperware parties Amway Celebrity endorsements ...
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- Fall '09