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Discuss the use of compliance techniques
This example shows failure of the ‘door in the face’ technique.
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What is compliance?
Compliance is the modification of behaviour from direct pressure to respond to a request.
• The direct pressure may not always be apparent to the individual.
• The person making the request has no power to enforce it.
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What are compliance techniques based on?
Reciprocity: People often feel they need to “return a favour”. This example of a social norm is based on the reciprocity principle.
Example:•Door-in-the-face technique•That’s not all technique
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What are compliance techniques based on?
Commitment: Making people commit to something means that they will encounter personal and interpersonal pressure to behave consistently with that commitment.
Examples:•Low-balling•Foot-in-the -door•Hazing
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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 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; all refused
• Experimental Group (the DITF): asked to be peer counsellors and then asked to escort children to the zoo.
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Results• Control Group 1: Posing as representatives of the “Country Youth Counselling
Program”, university students were asked if they would be willing to chaperone a group of Juvenile delinquents on a day trip to the zoo only 17% complied.
• Control Group 2: Students were asked to work as counsellors (for the JD’s) for up to 2 hours per week for a minimum of two weeks, 0% agreed.
• Experimental Group: When the above refusal was followed up with the zoo trip request this time there was 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% complied.
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Evaluating DITF• Many studies support its effectiveness• Evidence suggests 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
– Norm of Reciprocity is stronger than overall liking for the person making the request. People bought just as many raffle tickets from a confederate that they didn’t like as those who liked him.
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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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The ‘That’s not all’ technique
• A compliance technique in which extras are added to an initial offer, often as apparently spontaneous gestures of generosity
• Burger (1986) Field experiment– 2 Experimenters manned a cupcake stall at a cake sale– cupcakes were displayed without a price– When Pps asked how much a cupcakes were they were either
told:• “75cents and you get two free cookies” (40% bought cakes)• or... “75cents “ and then the second experimenter whispered
something to the first who then said, “and you get two free cookies” (73% bought the cakes)
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Why does the TNA work?
• Norm of reciprocity but only if you perceive the salesperson’s concessions to be voluntary/spontaneous
• Perceptual contrast – initial offer (the cake) acts as an anchor/baseline, against which we compare the second offer (cupcake plus cookies) which suddenly seems much more impressive
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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• University students were asked to conserve water in
the dormitory showers.• First Request: to sign a poster supporting shorter
showers to save water.• Second Request: take a survey designed to make
them think about their water wastage.• Data Collection: Shower time was monitored• Results: • Participants spent an average of 3.5 minutes less
time in the shower than the control group (no signature/survey).
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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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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 (also seen in Milgram’s obedience study)
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Low-balling: To good to be true!
• That’s because its not!• A compliance technique in which an low offer is
made, and when commitment is elicited, it is 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 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 only 24% complied
• Experimental group: When asked whether they would participate in an psychology experiment, but were not told a time, 56% complied; later they were told that it started at 7 am and given the chance to drop out if they wanted, 95% of the 56% 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 an 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
• 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, control): LB was most effective; the others were all similar