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The use of compliance techniques (8) (INTRODUCTION (Cialdini is a key…
The use of compliance techniques (8)
INTRODUCTION
Cialdini is a key researcher into compliance + outlined
6
compliance techniques
authority
defined by Aronson et al. as 'a form of social influence, which is the result of direct pressure to respond to a request'
commitment
compliance = an important aspect of behaviour within a group
reciprocity
scarcity
liking
social proof
compliance techniques are used commonly in marketing, advertising + sales tactics
compliance technique i will look at is 'foot-in-the-door'
CONCLUSION
small request = asked to sign a poster
larger request = asked to complete a survey
This study demonstrates the impact of foot-in-the-door technique
the foot-in-the-door compliance technique was shown to be effective in making pp's take shorter showers + save water
FOOT-IN-THE-DOOR TECHNIQUE
people want to be consistent
therefore tend to comply with request
assumes the previous commitment makes them feel an obligation to comply later on
people perceive themselves as being helpful when they comply to small request, so want to continue
first ask a small request in the hope for them to comply to the larger request
DICKERSON ET AL. (1992)
pp's then asked to complete survey on their usage of water
shower times were then monitored
pp's asked to sign a poster encouraging them to take shorter showers
Results:
pp's who had signed the poster + done water survey had an average shower time of 3.5 mins
Methods:
wanted university students to conserve water in the showers
significantly shorter than the average shower times across the whole dorm
Aim:
to support the foot-in-the-door compliance technique
Conclusion:
pp's who had signed the petition felt they had committed to the cause