Weekly Homework 5

 Can we change people’s behavior without changing

their belief and/or attitude first?

Compliance Gaining

Agenda

 Compliance gaining strategies

– Pregiving

– Foot in the door

– Door in the face

– That’s not all

– Low ball

– Legitimizing paltry contributions

Definition

 A process of altering people’s overt behaviors without

changing their beliefs and attitudes

Pregiving

 Doing favors or giving gifts in advance

 Example

– Free sample of food

Regan (1971)

 Two students waiting for an experiment

– The research assistant returned with empty hands.

– The research assistant returned with a coke for the

participant.

 The research assistant selling raffle tickets for a new

high school gym

Why Is It Effective

 Liking

 Gratitude

 Reciprocity

When Does It Work

 Ulterior motives

Foot in the Door

 Making a small request first (after its completion),

then making a second, larger request

– The second, larger request is your target

Freedman & Fraser (1966)

 Get housewives to allow a team of five men into their

house for two hours

– Smaller initial request -> direct request (50% complied)

– Direct request (25% complied)

Why Is It Effective

 Self-Perception

– When you agree to comply with a small request, you see

yourself as a nice person.

When Does It Work (or not Work)

 Size of the Initial Request

 Nature of the Request

 External Incentives to Comply

 Labeling

Application

 Fundraising

– Would you like to sign a petition?

– How about making a small donation?

Door in the Face

 Making a large request first, when it is turned down,

following it up with a second smaller request

– The smaller request is the target

– Ask for the stars

Cialdini et al. (1975)

 A representative of a youth counseling program

approaches you…

– Ask your willingness to chaperone a group of juvenile

delinquents on a one day visit to a zoo (17% complied)

– Ask you to volunteer 2 hrs / week counseling juvenile

delinquents for 2 years -> chaperone (50% complied)

Why Effective

 Perceptual Contrast Effect

 Reciprocal Concessions

– When see others make a concession, people are motivated

to “return the favor”

 Guilt

When Does It Work

 Size of the Initial Request

 Nature of the Request

 Delay Between the First and Second Requests

 Same Person Makes the Requests

Application

 Marketing Survey

– Could you come to a lab study?

– Could you help me fill out a questionnaire?

That’s Not All

 Offering a product at a high price

 Not allowing the customer to respond for a few

seconds

 Offering a better deal by either adding another

product or lowering the price

https://www.youtube.com/watch?v=QyYmaRQxHpc

Burger (1986)

 Two experimenters approach houses and ask people

to buy candles to raise money for school expenses

– First announce a candle was sold for $3, and before people

responding, announce each candle was sold for $2 (57.1%

complied)

– Each candle was sold for $2 (14.3% complied)

Why Effective

 Reciprocity and obligation

 Contrast effect

When Does It Work

 Size of the Initial Request

Drawbacks of Including Gifts with

Purchases

 Imagine that a salesperson offers you a gift when you

buy a product.

 How would you evaluate the desirability of the gift?

Lowball

 Make a deal that looks too good to refuse

 After your commitment, the original offer is taken

back

Cialdini et al. (1978)

 Ask students to wake up early to come to a lab study

– Direct request (31% complied)

– First only ask the willingness to participate, then reveal the

time (56%)

Why Effective

 Commitment

 Obligation

When Does it Work

 Same person makes the first and second offer

Legitimizing Paltry Contributions

 Legitimizing the receipt of a small favor

– Implying a small favor is acceptable but not necessarily

desirable

– “Even a penny will help.”

Cialdini & Schroeder (1976)

 “I am collecting money for the American Cancer

Society.”

– “Would you be willing to help by giving a donation?”

• 28.6% complied, $18.55 collected

– “Would you be willing to help by giving a donation? Even a

penny will help.”

• 50% complied, $30.34 collected

Why Effective

 Diffuse Excuses

 Avoid Negative Impressions

 Perceive Requester’s Need

When Does It Work

 Type of Compliance (Money vs. Time)

 Communication Channel (Face-to-Face vs. Mail)

Discussion: Ethical Concerns

 How ethical is it to use compliance gaining

techniques?