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Social Influence Principles The automaticity principle The commitment and consistency principle The reciprocity principle The scarcity principle The social validation principle The liking principle The authority principle

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Proportion of people complying with target request

0.6

0.24

0.93

0.24

0.94

0.42

No information Placebicinformation

Real information

small requestlarge request

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TM 10-TM 10-66Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.

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Proportion of people complying with target request

Similar task Dissimilartask

Control

0.76

0.48 0.480.47

0.170.17

Similar task Dissimilartask

Control

similar issuedissimilar issue

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The low-ball technique

0.560.53

0.310.24

0.8

0.60.7

0.1

0.7

0.2

verbal compliancebehavioral compliance

Low-ball Control Low-ball Foot-in-the-door Control Experiment 1 Experiment 2

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The low-ball technique

0.81

0.61

1

0.42

0.31 0.31

initial selectionfinal selection

Low-ball Low-ball ControlHigh Volition Low Volition

Experiment 3

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The door in the face technique

0.5

0.25

0.17

0.56

0.11

0.32

Door in the Exposure Target Door in the Two Target- Face Control Request Face Requester Request Only Control Control Only Control Experiment 1 Experiment 2

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The door-in-the-face technique

0.54

0.33 0.33

Door in the Equivalent Target Face Request Control Control Experiment 3

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Foot in the door versus door in the face: When is each effective?

Foot in thedoor

Door in theface

Control

0.780.7

0.9

0.29

0.5 0.5

Foot in thedoor

Door in theface

Control

No delayDelay

Low-ball Low-ball ControlHigh Volition Low Volition

Experiment 3

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Product Desirability

Demand Accident No change

6.4

2

5.5

2.5

4.8

3.4

Demand Accident No change

Change fromabundant toscarce

Change fromscarce toabundant

Reason for change

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Social Validation...

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Liking

1. Physical Attractiveness

2. Similarity

3. Impression Managementa. Ingratiationb. Indirect Association

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The Liking Principle

Similarity...

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Authority

Milgram (1963)

Slight Shock 0Moderate Shock 0Strong Shock 0Very Strong Shock 0Intense Shock 12.5Extreme Intensity Shock 20.0Danger: Severe Shock 2.5XXXMaximum (450 volts) 65.0

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The authority principle…How far would you go?

Slightshock

Moderateshock

Strongshock

VeryStrongshock

Intenseshock

Extremeintensityshock

Dangersevereshock

Maximum(450

volts)

100 100 100 100

8780 77.5

65

Slightshock

Moderateshock

Strongshock

VeryStrongshock

Intenseshock

Extremeintensityshock

Dangersevereshock

Maximum(450

volts)

Button Labels

Proportion of people pressing each button

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Authority

The Milgram obedience experiment has been replicated in:

GermanyHollandSpainItalyAustraliaJordan

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Summary

Weapons of Influence:1. Commitment and consistency

a. The foot-in-the-door effectb. The low ball effect

2. Reciprocitya. The door-in-the-face effectb. The that’s-not-all effect

3. Social Validation4. Scarcity5. Liking6. Authority