An InfoGraphic on a Possible Essay

Low Balling

What does it mean and how does it work?

Agreeing to purchase something at a given price increases the likelihood of agreeing to purchase it as a higher price.

It works in the principle of commitment.

Supporting Studies

Cialdini (1978)

Cialdini asked students whether they would participate in a psychology experiment that started at 7 am and most people refused (control group). In an experimental condition Cialdini asked people whether they would participate in a psychology experiment, and even though they weren’t told a time most people agreed. Later they were told that it started at 7 am and given the chance to drop out if they wanted. On the day of the experiment 95% turned up.

Palak et al. (1980)

The investigators first asked Iowa householders to conserve energy by providing them with energy-conservation tips and encouraging them to try to save fuel (natural gas). This did not achieve any savings. Following this, a different sample of householders was contacted by the interviewer. This time, in addition to the request as made to the first group, homeowners were told that those who agreed to save energy would have their names published in newspaper articles describing them as good, fuel-conserving citizens. One month later, this manipulation resulted in an average saving of 12.2% of natural gas. At this stage, the homeowners received a letter informing them that it would not be possible to publish their names in the local press after all. For the remaining winter months, these families saved 15.5% of natural gas – more than when they thought they would have their names published in the local press.

The homeowners went on saving because the commitment had ‘grown its own legs’. When the offer of publicity was withdrawn, they were able to take fuller ownership for their commitment and view themselves as fully committed to energy saving. Cialdini (2009) claims this new self-image increased their resolve to go on saving and may explain the increased saving after receipt of the letter telling them there would be no publicity.

Door in the Face Technique

What does it mean and how does it work?

Asking a big request then asking for a smaller request because the subject said no to the first request they will feel inclined to say yes to the smaller request.

The foot-in-the-door technique works on the principle of consistency and Reciprocity.

Supporting Studies

Cialdini (1975)

Cialdini asked people if they would escort a group of young criminals to the zoo; most refused (control group). In control group 2 persons were approached and asked to spend 2 hours per week as a peer counsellor to young criminals for around 2 years; again most said no. However in the experimental condition people were asked to be peer counsellors and then the request was downgraded to escort children to the zoo (the target request). 50% agreed to the request.

Foot in the Door Technique

What does it mean and how does it work?

Once someone has agreed to a small request, that person is more likely to agree to a larger request.

It works on the principle of consistency

Supporting Studies

Freedman & Fraser (1966)

• Aim: To investigate on the effect of foot in the door technique.
• Method:
  • The participants were asked to either sign a petition or place a small card in a window in their home or car about keeping California beautiful or supporting safe driving.
  • Two weeks later same participants were asked by another person to put a large sign advocating safe driving in their front yard.
• Result:
  • Many people who agreed to the first request now complied with the second.

Sherman (1980)

Sherman called residents in Indiana (USA) and asked them if, hypothetically, they would volunteer to spend 3 hours collecting for the American Cancer Society. Three days later, a second experimenter called the same people and actually requested help for this organization. Of those responding to the earlier request, 31% agreed to help. This is much higher than the 4% of a similar group of people who volunteered to help when approached directly.

Dickerson et al. (1992)

Dickerson’s aim was to see if signing a petition for shorter shower times would make students shorten their own showering times. He found that the students who signed the form spent a significantly shorter time in the shower compared to other students. However a problem with this study is that the students might have signed the petition because they thought it was important and acted based on it, or they could have had an interest on the topic previously and acted regardless of the form.

More on Foot in the Door Phenomenon

Discuss two compliance techniques [22]

Introduction:

Discuss – offer a considered and balanced review that include a range of arguments, factors or hypotheses; opinions and conclusions should be presented properly with proper evidence.

• Definition of compliance
• Identify compliance techniques
• State what is going to be discussed in this essay (ex. foot in the door, lowballing…)

Body 1:

<Foot in the door>

Foot in the door – Once someone has agreed to a small request, that person is more likely to agree to a larger request.

The foot in the door technique works on the principle of consistency

Supporting Studies:

Freedman & Fraser (1966)

• Aim: To investigate on the effect of foot in the door technique.
• Method:
  • The participants were asked to either sign a petition or place a small card in a window in their home or car about keeping California beautiful or supporting safe driving.
  • Two weeks later same participants were asked by another person to put a large sign advocating safe driving in their front yard.
• Result:
  • Many people who agreed to the first request now complied with the second.

Sherman (1980)

Sherman called residents in Indiana (USA) and asked them if, hypothetically, they would volunteer to spend 3 hours collecting for the American Cancer Society. Three days later, a second experimenter called the same people and actually requested help for this organization. Of those responding to the earlier request, 31% agreed to help. This is much higher than the 4% of a similar group of people who volunteered to help when approached directly.

Dickerson et al. (1992)

Dickerson’s aim was to see if signing a petition for shorter shower times would make students shorten their own showering times. He found that the students who signed the form spent a significantly shorter time in the shower compared to other students. However a problem with this study is that the students might have signed the petition because they thought it was important and acted based on it, or they could have had an interest on the topic previously and acted regardless of the form.

Body 2:

<Lowballing>

Lowballing- Agreeing to purchase something at a given price increases the likelihood of agreeing to purchase it as a higher price.

It works in the principle of commitment.

Supporting Studies:

Cialdini (1978)

Cialdini asked students whether they would participate in a psychology experiment that started at 7 am and most people refused (control group). In an experimental condition Cialdini asked people whether they would participate in a psychology experiment, and even though they weren’t told a time most people agreed. Later they were told that it started at 7 am and given the chance to drop out if they wanted. On the day of the experiment 95% turned up.

Palak et al. (1980)

The investigators first asked Iowa householders to conserve energy by providing them with energy-conservation tips and encouraging them to try to save fuel (natural gas). This did not achieve any savings. Following this, a different sample of householders was contacted by the interviewer. This time, in addition to the request as made to the first group, homeowners were told that those who agreed to save energy would have their names published in newspaper articles describing them as good, fuel-conserving citizens. One month later, this manipulation resulted in an average saving of 12.2% of natural gas. At this stage, the homeowners received a letter informing them that it would not be possible to publish their names in the local press after all. For the remaining winter months, these families saved 15.5% of natural gas – more than when they thought they would have their names published in the local press.

The homeowners went on saving because the commitment had ‘grown its own legs’. When the offer of publicity was withdrawn, they were able to take fuller ownership for their commitment and view themselves as fully committed to energy saving. Cialdini (2009) claims this new self-image increased their resolve to go on saving and may explain the increased saving after receipt of the letter telling them there would be no publicity.

Conclusion:

• Sum up the content of the essay
• State your opinion

Robert Caildini

This man is pretty much the God Father in compliance.

He is the man that coined the 6 Principles of Persuasion, which is tied to his work on his theory of influence. He is best known for his book Influence: The Psychology of Persuasion.

The desire for consistency is a central motivator of our behavior.

 

Human societies derive a truly significant competitive advantage from the reciprocity rule

 

Six Principles of Persuasion

 

1. Reciprocity
   1. People feeling indebted when someone do something for them or receive gift.
      • Free samples are effective as people who receive unexpected gift are more likely to listen to a product’s features.
2. Commitment (and Consistency)
   1. We tend to try to stay as consistent as possible. So once we’ve committed to something we are more inclined to follow through
3. Social Proof
   1. Here, we’re assuming that if lots of other people are doing something, then it must be OK.
   2. We’re particularly susceptible to this principle when we’re feeling uncertain about a product or activity.
   3. This tends to be stronger when we can relate ourselves to the person or people buying the product, doing the activity, etc.
4. Liking
   1. We are more likely to trust people that we like.
5. Authority
   1. We are more likely to listen to someone who are in a better position of power.
6. Scarcity
   1. We like stuff when it’s in limited quantity.
   2. Examples are when shops and companies say “Limited Edition” or “Only 100 Left”

What is Compliance?

Compliance refers to changing one’s behavior due to the request or direction of another person. It is going along with the group or changing a behavior to fit in with the group, while still disagreeing with the group.

This is not to be confused with obedience, in which the other individual is in a position of authority, compliance does not rely upon being in a position of power or authority over others.