compliance techniques power point
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COMPLIANCE
TECHNIQUESHow to get people to do what you
want!
LEARNING OUTCOME
Discuss the use of compliance techniques.
DISCUSS
Idea 2
Offer a considered and balanced review that includes a range of arguments,
factors or hypotheses. Opinions or conclusions should be presented clearly
and supported by appropriate evidence.
Idea 1
COMPLIANCE
Compliance: The result to direct pressure to respond
to a request.
Example: A company advertising a product.
How and why do people respond to requests of other people and
companies?
COMPLIANCE TECHNIQUES
Robert Cialdini describes several techniques
that are used to get people to follow requests. Authority
Commitment/Consistency
Liking
Reciprocity
Scarcity
Consensus
AUTHORITY
People comply with someone who is famous or an
authority figure.
Often Celebrity endorsements
COMMITMENT: FOOT-IN-THE-
DOOR
Once a person has committed to doing something,
whether by action or word, they are more likely to do it.
Example: Signing a petition will make you more likely to vote for an
upcoming ballot measure.
See Dickerson et al. (1992)
DICKERSON ET AL. (1992)
Aim: To see if the FITD technique was effective
Method: Asked college students to sign a poster saying they
would take shorter showers and lower their water usage in the
dorms. They also asked them to complete a survey on their water
usage. The researchers then monitored the students shower
times.
Findings: The students who signed the poster took showers that
were on average 3.5 minutes long (which is shorter than regular
students).
Conclusion: Foot-In-The-Door Works
Critical Thinking?
LIKING
People will comply with a person they like.
Mr. Bonica will drink Vita Coco because his favorite baseball player
(Dustin Pedroia) asks him to.
RECIPROCITY
People will comply when the person asking for
compliance does them a favor first.
Reciprocity Principle: We feel like we should treat others the way
they treat us.
Example: Free samples at Costco. “Thanks for the free one, now
maybe I should actually buy something.”
STROHMETZ ET AL. (2002)
Aim: To determine if providing mints to diners would increase their willingness to tip.
Method:
Real waiter in a real restaurant…Field Experiment
Experiment 1: Provided a small piece of candy to customers with their bill
Experiment 2: Allowed customers to select two candies with their bill.
Findings
Experiment 1: 19.59% Tip
Experiment 2: 21.62% Tip
Conclusion: Reciprocity is an effective compliance technique
Critical Thinking
RECIPROCITY: DOOR-IN-THE-FACE
After being asked for a big commitment (which we will
likely turn down), we are more likely to agree to a
smaller one.
Example: A car salesman lowering his initial asking price after you
initially refuse.
See Cialdini et al (1975) for an example from research.
CIALDINI ET AL (1975)
Aim: To see if the DITF technique is effective.
Method: Posed as a community volunteer group and asked
random college students to chaperone a group of juvenile
delinquents to the zoo (86% refused). Others were first asked to
volunteer for a mentoring program that would take 2 hours a week
for 2 years (All refused). After refusing they were asked about the
zoo trip.
Findings: About 50% volunteered for the zoo after being asked
about the mentor program.
Conclusion: Reciprocity is an effective compliance technique.
SCARCITY
When something is rare or limited, people are more
likely to comply (buy it).
Example: Seasonal specials at Fast Food Restaurants. The “McRib”
is only sold for one month a year.
CONSENSUS/BANDWAGON
People will comply with a behavior if they see others doing it too.
TUALA-MEN CHALLENGE
Use the compliance techniques which you have just learned
about to design an advertisement for a mystery product.
Explain why it would be an effective strategy.
MR. TIMBERWOLF CHALLENGE
In the coming weeks, the Mr. Timberwolf contestants
will be competing to raise money for a charity. Using
compliance techniques, come up with strategies that
they can use to increase their fundraising capabilities.
TUALATIN MAD MEN CHALLENGE
LuckyPieDogTreats
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