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compliance

Compliance refers to the act of responding

favorably to an explicit or implicit request offered by others.

The request may be explicit, such as a direct request for donations, or implicit, such as an advertisement promoting its products without directly asking for purchase.

In all cases, the target recognizes that he or she is being urged to respond in a desired way.

In simpler words Compliance is getting people to say yes to a request.

Definition of Compliance

Regents’

Professor Emeritus of Psychology and Marketing at Arizona State University.

He is best known for his book on persuasion and marketing, Influence: The Psychology of Persuasion. Influence has sold over 2 million copies and has been translated into twenty-six languages.

ROBERT B. CIALDINI, PH. D.

According to Cialdini , the Principles underlying compliance are :

friendship/liking- “she seems genuine and nice”

commitment/consistency- “I’m committed to the cause”

scarcity- “only one left” reciprocity- “she helped me so I should

return favor” Social validation - “everyone else is doing

it” authority- “he seems legitimate

Tactics based on liking:ingratiation- enhance self or flatter targetpersonal appeals - appeal to feelings of loyalty, friendship.

Tactics based on commitment/consistency:

foot-in-the-door- small request followed by larger onelowballing- changing the deal midstream.

Compliance Techniques

Tactics based on reciprocity:door-in-the-face- large request followed by smaller one“that’s not all”- sweetens the deal midstream

Tactics based on scarcity:playing hard to get- suggesting item is scarce (valuable)deadline technique- limited time to buy

Compliance Techniques

A technique for gaining compliance in which

requesters begin with a small request and then when this is granted, escalate to a larger one ( the one they actually desired all along ).

Foot-In-The-Door

Low Balling

A technique for gaining compliance in which an offer or a deal is changed (made less attractive) after the target person has accepted it.

Door in the Face

A technique for gaining compliance in which requesters begin with a large request and then when this is refused , retreat to a smaller one (the one they desired all along).

Door in the Face

THAT’S-NOT-ALL technique

Gaining compliance in which the requester offers additional benefits to target people before they have decided whether to comply or reject specific requests.

PLAYING-HARD-TO-GET

A technique for increasing compliance by suggesting that a person or object is scarce or hard to obtain.

DEADLINE TECHNIQUE

— Increasing compliance by suggesting that they only have limited time to take advantage of some offer or to obtain some item.

Social validation

We often comply with requests that we view as being consistent with what people similar to ourselves are doing (or thinking) . This technique is closely related to conformity , and especially to informational social influence.

The Pique technique

A technique for gaining compliance in which target person’s interest is piqued by unusual requests. As a result they don't refuse requests automatically , as is often the case .

Authority

Individuals are more likelier to comply if an authority endorses the product. The authority can be an actual authority figure such as a medical doctor endorsing a vitamin supplement or simply a celebrity.

Person 1: You look blooming today. Person 2: Why, thank you. (flattered) Person 1: How are you? You seem happy! Person 2: Oh yes I am! Person 1: That’s good to know! You go have a good

day. Person 2: Thank you. Person 1: Oh, by the way, could you lend me 150

pesos, because […]

See how the “BECAUSE” technique is also utilized.

EXAMPLE:

Factors that influence compliance

People are more likely to comply when they believe that they share something in common with the person making the request.

The likelihood of compliance increases with the number of people present.

Being in the immediate presence of a group makes compliance even more likely.

THANK YOU !