Techniques to Compliance

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Techniques to Compliance
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What Are The Most Powerful Techniques to Achieve
Compliance?

• Cialdini (1995)
• SCARFS
• 1) Social Validation
• 2) Consistency
• 3) Authority
• 4) Reciprocity
• 5) Friendship/Liking
• 6) Scarcity

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Social Validation

• One should be more willing to comply with a
  request for behavior if it is consistent with
  what similar others are thinking.
• Reingen (1982) The List Technique

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Social Validation

• Festinger (Social Comparison Theory) - The list
  gives us comparison to similar others
• Participants donated more when shown a list of
  others who have donated.
• Blood
• Cancer Society/March of Dimes (Go to your
  neighbors)

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Consistency

• Consistency rule for compliance After
  committing oneself to a position, one should be
  more willing to comply with requests for
  behaviors that are consistent with that position.
• People are motivated to be consistent (keeps
  coming back - Cognitive dissonance)

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Consistency

• Foot-in-the-door-technique The tendency for
  people who first agreed to a small request to
  comply later with a larger request
• Ex. Drive Carefully Signs (17 vs. 76)

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Consistency

• Low-ball Technique People who agree to an
  initial request will often still comply when the
  requester ups the ante. People who receive only
  the costly request are less likely to comply.
• Ex. Automobile Salesperson (oops mistake)
• Ex. 7 A. M. Experiment

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Authority

• One should be more willing to follow the
  suggestion of someone who is a legitimate
  authority.
• Ex. Milgram experiment
• Ex. 4 out of 5 doctors
• Ex. Hoffling - 95 of nurses
• Ex. Chicago Hope
• Ex. Salespeople (Dress nice)

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Reciprocity

• Norm of Reciprocity The norm which obligates
  individuals to return the form of behavior they
  have received from another
• Ex. Liking, cooperation, harm, self-disclosure

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Reciprocity

• Reciprocation Rule of Compliance One should be
  more willing to comply with a request from
  someone who has previously provided provided a
  favor or concession.
• Ex. Firefighter/police calls for money
• Ex. Hare Krishna - Flowers
• Ex. Reingen (1971) Break during experiment10 c
  coke2x likely 25 c raffle ticket

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Reciprocity

• Norm of reciprocity also explains why we usually
  feel uncomfortable asking for favors we don't
  think we'll be able to repay.

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Reciprocity

• Door-in-the-face-technique (Cialdini, 1975)
• After someone first turns down a large request
  the requester counteroffers with a smaller
  request. (Req. makes concession)
• Ex. Juvenille Delinquent Experiment (17 vs. 50)
• Ex. Phone (Ask 50, then silver medal 25bronze
  medal 10)
• Ex. Professors time (2 hrs all qtr, 30 min this
  wk. 59, 78)

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Reciprocity

• That's not all technique
• Ex. Car Salesman - That's not all, we'll also
  throw in leather seats for free
• Feel need to reciprocate the generosity with
  purchase

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Friendship/Liking

• One should be more willing to comply with
  requests from friends or other like individuals.
• Ex. Cutco Knives, Tupperware

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Friendship/Liking

• How do salepeople get others to like them?
• Physical attractiveness
• Similarities (Balance Theoryweather, politics,
  traffic)
• Compliments

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Scarcity

• A) Have heuristic/Rule of thumb -
• Scarcity Valuable
• ex. 3rd rock from sun (stuffed animals)
• ex. Baseball card with error on it (Honus Wagner)
• Ex. Car comes out with limited supply (Beetle,
  Sports Cars)

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Scarcity

• B) When things are less available we lose freedom
  so to speak
• Reactance We will react against the
  interference by wanting and trying to possess the
  item even more (Text talks about reactance
  theory, high and low etc)
• Ex. Rice Crispies treats commercial, one time
  offer, time deadline (only til Monday)