discuss the use of compliance techniques comply or die; winner of 1998 grand national
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Discuss the use of compliance techniques
Comply or die; Winner of 1998 Grand National
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What is compliance?
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What is compliance?
The modification of behaviour in response to a direct request, even though the person
making the request has no power to enforce compliance
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Have you ever bought something you didn’t really want?
• Tell the person next to you why this may have happened?
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What kind of techniques do shops use to get people to buy stuff?
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Robert Cialdini
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• “It is easiest to study compliance techniques through the behaviour of compliance professionals and then generalize the knowledge to understanding how humans exert social influence over each other in everyday life.” – Robert Cialdini & Brad Sagarin (2005)
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Cialdini’s 6 factors
• Cialdini found 6 factors that influence whether a person will comply with a request
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Cialdini’s 6 factors
• Cialdini found 6 factors that influence whether a person will comply with a request
• Authority
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Cialdini’s 6 factors
• Cialdini found 6 factors that influence whether a person will comply with a request
• Authority• Commitment
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Cialdini’s 6 factors
• Cialdini found 6 factors that influence whether a person will comply with a request
• Authority• Commitment• Liking
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Cialdini’s 6 factors
• Cialdini found 6 factors that influence whether a person will comply with a request
• Authority• Commitment• Liking• Reciprocity
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Cialdini’s 6 factors
• Cialdini found 6 factors that influence whether a person will comply with a request
• Authority• Commitment• Liking• Reciprocity• Scarcity
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Cialdini’s 6 factors
• Cialdini found 6 factors that influence whether a person will comply with a request
• Authority• Commitment• Liking• Reciprocity• Scarcity• Social Proof
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Read pages 116-117 of the Course Companion
• In their (1998) study, Lynn & McCall found that when restaurants gave their customers a complimentary mint or sweet with their bill, they were more likely to leave bigger tips.
• Why might this be the case?
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Three compliance techniques
• Door-in-the-face
• Foot-in-the -door• Low-balling
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Door-in-the-face technique
• A compliance technique in which a large request is made first and is then followed up by a small one
• Someone calls asking for a large donation to a charity which is likely to be refused, they then ask for a smaller donations;
• this is has proved to be far more effective than asking straight out for the same small donation.
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Cialdini et al (1975)• Control Group 1: Pps were approached
and asked to escort a group of juvenile delinquents to the zoo; most refused.
• Control Group 2: Pps were approached and asked to spend 2 hours per week as a peer counsellor to juvenile delinquent children for around 2 years; again most said no
• Experimental Group (the DITF): asked to be peer counsellors and then asked to escort children to the zoo.
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Results• Large request only: 0%• Small request only: 25%• Told about but not asked big request then small request made: 16.7% • DITF group: 50% compliance• Also tested whether the two requests needed to be done by the same
requester in order to achieve compliance. With two different
requesters only 10.5%,
• Also found that two equivalent requests did not improve compliance (33%)
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Other explanations for DITF
• Worthy person hypothesis, (Foehl and Goldman, 1983): guilt is induced by refusing a worthy cause (most studies have made requests to give to charity etc)
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“Even a penny would help”
• Cialdini and Schroeder, (1976): – Giving to American Cancer Charity increased when this
line was added to the pitch– people didn't want to appear cheap; – they were more likely to give when even very small
donations were legitimised; – they would appear very mean if they gave nothing at all– Very few actually gave a penny! The line just helped them
to make the decision to give (as opposed to not give)
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Evaluating DITF• Many studies support its effectiveness• Evidence suggest it is more effective then FITD• Why does it work?
– The norm of reciprocity– The lion with the thorn in its foot– Help those who help you; – cultural conditioning: salesman makes concession, you feel
compelled to do the same– Regan (1971) More people bought raffle tickets from a person
who had previously bought them a soft drink than from someone who had not bought them a drink
– NoR stronger than overall liking for the person making the request
– The more concessions made, the more likely the compliance, (Goldman and Creason, 1981)
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Time to make notes
• Now make notes on:
• The importance of reciprocity in compliance• The door in the face technique• Cialdini et al’s (1975) field experiment
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The foot-in-the-door technique• A compliance technique
whereby a small request is made first and is then followed up with a larger one
• If asked to sign a petition first then more likely to comply when next asked to make a donation
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Dickerson et al (1992)
• Aim:• Hypothesis:• Research method:• Design:• IV:• DV:• Possible controls:
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Why it works: Self Perception Theory, Bem, (1972);
• We perceive from the first request that we are the type of person who gives help in this type of situation and our future behaviour is guided by this.
• FITD only works if the initial request is big enough to gain some sense of commitment to the cause which is attributed by the individual to dispositional (internal) factors
• Well supported by research
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Why it works:Perceptual contrast hypothesis: Cantrill and
Seibold (1986)
• The first request acts as an anchor (baseline) against which subsequent requests are compared
• Second request not seen as so burdensome as first request has already ‘prepared the ground’; it doesn’t seem so great
• Not supported as well as Bem’s theory
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Now read pages 123-124 of Pearson
• Read about and make notes on Freedman and Fraser’s 1966 study
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Hornik (1988)
• The Israeli Cancer Society• Pps asked to hand out leaflets for the society• In return given a given a sticker which either:
– emphasised continued commitment to the Israeli Cancer Trust
– implied that they had fulfilled their obligation• When phoned the next week for a
contribution to the society, those in the first group were more likely to oblige!
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Limitations of FITD
• Requests must be socially acceptable• Perception of the cost/benefit of both
requests– FITD didn't work well when trying to
persuade people to become blood donors (Cialdidni and Ascani, 1976)
– This said FITD has been used effectively to encourage people to become organ donors
– Why might this be so?
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How can FITD be made even more effective?
• Adding interim requests (graduated commitment) can increase the likelihood of a person agreeing to a high cost request (Arthur Walker, Milgram )
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Low-balling: To good to be true!
• That’s because its not!• A compliance technique in which an unreasonably
low offer is made, and when commitment is elicited, replaced with a higher offer on the pretence that the lower one could not be honoured
• Used by salespeople, who say they have to check the offer made with their manager and then get back to you saying it they have to offer a slightly higher price
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The 7a.m. Start, Cialdini et al (1978)
• Control group: When asked whether they would participate in a psychology experiment that started at 7 am most Pps refused
• Experimental group: When asked whether they would participate in an psychology experiment, most Pps agreed; later they were told that it started at 7 am and given the chance to drop out if they wanted, turned up as promised.
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Why does low-balling work: Commitment
• Once a commitment has been made you are likely to follow through with it even if the conditions change somewhat
• Commitment to an individual seems more important than committing to the behaviour;
• if the ‘sales-manager’ takes over the negotiating , the customer is more likely to pull out than if the original salesperson continues with the deal (Burger and Petty 1981)
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Why does low-balling work: Cognitive dissonance
• having made a decision to purchase something (following the low offer), we justify the decision to ourselves; we are not just being rash because it seems like a bargain, we actually do need this item!
• If the item is then re-offered at a higher price, we will experience a uncomfortable state called cognitive dissonance if we then decide to pull out (suggesting that we did only want the item because it was a bargain)
• We are more likely to continue with the deal, making our behaviour consistent with our attitude (we really do need this item)
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Which method is most effective
• DITF is more effective than FITD (Brownstein et al 1976)
• Combined FITD and DITF work better than either one their own (Goldstein, 1986)
• Low-balling may be more effective than either FITD or DITF (Brownstein and Katvez (1985)– Pps asked to donate to a museum fund under four
conditions FITD, DITF, LW, control): LB was most effective; the others were all similar