compliance chapter

7/25/2019 Compliance Chapter

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Dr. Robert B. Cialdini, President of Inuence atWork (IAW), and Arizona State ni!ersit"Re#ents$ Professor %&eritus of Ps"c'olo#" and

arketin#

ideo
http://www.youtube.com/watch?v=HOypv1AqYu0http://www.youtube.com/watch?v=HOypv1AqYu0


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Social InuenceCo&*liance+Persuasion(Cialdini -riske!icius

(/0/)

1"*e of researc' used2

3on4e5*eri&ental

S"ste&atic, naturalistic obser!ation (e.#.,*rofessionals in ad!ertisin#, sales, ne#otiators)

6uasi4e5*eri&ental desi#ns (e.#., 7elde5*eri&ents)


3/14

Si5 ni!ersal InuencePrinci*les

1)Reciprocity8 t'e need to return a fa!or, #ift, or ser!ice

2)Consistency8 9it' a *rior co&&it&ent

3) Social Validation (Consensus) 8 t'e be'a!ior+o*inions ofsi&ilar ot'ers

:) Liking8 t'e i&*act of t'ose 9'o e5*ress likin# for;tar#ets

Preise2 Peo*le ou#'t to co&*l" 9it' a re?uest fro&ot'ers 9'o 'a!e earlier *ro!ided a fa!or or so&e t"*e of

concession

%!olutionar" alue2

-oal directed, ada*ti!e for sur!i!al,*ro&otes a@liation

Seen across cultures, s*ecies


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Reci*rocit"Researc' indin#s

Restaurant ser!ers2 -i!e candies to custo&ers 0:.0 increase

in ti*s

"AV2 Sur!e" 9it' #ift included (address labels) E rise indonations !s. 0F control

#and $ritten Post%it note 9it' sur!e" 5 &ore likel" to res*ondG

returned sur!e" ?uicker and #a!e &ore infor&ation on sur!e"

Check $ith &uestionnaire (Rand Cor*. doctor sa&*le) 8

HF res*onse !s. == (if c'eck *ro&ised later)E of doctors 9'o co&*lied cas'ed c'ecks, but = 9'o did not

co&*l" did soJ

Reuseto$els(Kotels)2 one" alread" #i!en to c'arit" = reuse


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> Social alidation (Consensus) >

Preise2 Peo*le are &ore likel" to co&*l" if t'ebe'a!ior asked for is con#ruent 9it' 9'at ot'ers are

doin# or t'inkin#

estin#er$s Social Co&*arison 1'eor" (0E:)

*eed to e!aluate oursel!es (e.#., abilities, o*inions, feelin#s)

+,-ecti!e cues pre.erred 9'en a!ailable

If no obMecti!e cues are *resent 8 look for social coparisonin.oration (ot'ers)

Siilar others *ri&aril" used for social co&*arison


7/14

Social Co&*arison%5a&*les

A**lication of t'e ;listtec'ni?ue Consistenc"+Co&&it&ent >Preise2 After co&&ittin# to a *osition, *eo*le 9ill be 9illin#to co&*l" 9it' re?uests t'at are consistent 9it' t'eir *riorco&&it&ent

'oot%in%the%"oor echni&ue discussed ne5t class

Asked to 9ear c'arit" *in 8 later asked to donate 8 &ore likel" to do so(Piner et al. 0H:)Call re#istered !oters and ask if t'e"$re #oin# to !oteG if ;"es< &ore likel"to !ote

/ait and S$itch echni&ue 8 #o to store to bu" a certain ad!ertised*roductG *roduct is of lo9 ?ualit" or ;sold out< still 9illin# to bu"

so&et'in# (an alternati!e)

Lo$ /all echni&ue % -et a co&&it&ent at a #i!en *rice (lo9)G ite& t'encosts &ore t'at t'at a#reed u*on (car sales e5a&*le) &ore likel" to stillbu" ite&

Lo9 Ball 1ec'ni?ue is &ost eNecti!e9'en2

%&*lo"ed b" a sin#le re?uester

Public co&&it&ent obtained

ANects one$s sel. perception0conceptG One reason underl"in# &ailin# lists,9eb bro9sin# data (identif" t"*es of *eo*le 9'o are likel" to res*ond 9ell#i!en t'eir *re!ious be'a!iors)


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> Consistenc"+Co&&it&ent >

La,eling echni&ue 8 akin# *eo*le a9are of t'eir e5istin#co&&it&ents

Kouse insurance e5a&*le (Bou#'t e5*ensi!e 'ouse &ust bu"e5*ensi!e insurance)

Legitiiation o. Paltry 'a!ors approach 44 C'arit"

donation (ust a *enn" 9ould 'el*G Must E cents+da") Assu&in#"ou consider "ourself as a 'el*ful *erson 'ard to not #i!ean"t'in#. suall", t'e a&ount #i!en is e?ual to t'e a!era#edonation not Must a &iniscule su&

#o$ Are ou 'eeling echni&ue Ans9er (ine, oka" ...)G ore

di@cult to den" ot'ers so&e &one"+ti&e 9'en "ou Must ad&itted 'o99ell "ou are doin# (9ill a**ear c'ea*)

P'one call to 'a!e cookie sales*erson co&e to 'ouse to raise Q forKun#er Relief Co&&ittee (Ko9ard, 0/)Control2 0F !ersus 9'o 9ere asked 'o9 t'e" felt t'at e!enin#.F 9'o a#ree to t'e !isit bou#'t cookiesJ


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> Likin#>

Preise2 Peo*le are &ore 9illin# to co&*l" 9it'

re?uests b" friends or liked ot'ers

1u**er9are *art" e5a&*le2 se of bot' friends and ;lo!ebo&bin#

Preise2 Peo*le are &ore 9illin# to co&*l"9it' a le#iti&ate aut'orit" 7#ure

;Babies are our business, our onl" business

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