Download - Compliance techniques power point
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COMPLIANCE
TECHNIQUESHow to get people to do what you
want!
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LEARNING OUTCOME
Discuss the use of compliance techniques.
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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
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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?
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COMPLIANCE TECHNIQUES
Robert Cialdini describes several techniques
that are used to get people to follow requests. Authority
Commitment/Consistency
Liking
Reciprocity
Scarcity
Consensus
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AUTHORITY
People comply with someone who is famous or an
authority figure.
Often Celebrity endorsements
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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)
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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?
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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.
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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.”
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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
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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.
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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.
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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.
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CONSENSUS/BANDWAGON
People will comply with a behavior if they see others doing it too.
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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.
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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.
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TUALATIN MAD MEN CHALLENGE
LuckyPieDogTreats