COMPLIANCE

TECHNIQUESHow to get people to do you a

favor! (AKA Buy Something)

LEARNING OUTCOME

Discuss the use of compliance techniques.

COMPLIANCE

Compliance: The result to direct pressure to respond

to a request.

Example: A company advertising a product.

How and why do people respond to requests of other people and

companies?

COMPLIANCE TECHNIQUES

Robert Cialdini describes several techniques

that are used to get people to follow requests. Authority

Commitment

Liking

Reciprocity

Scarcity

Social Proof

AUTHORITY

People comply with someone who is famous or an

authority figure.

Often Celebrity endorsements

COMMITMENT: FOOT-IN-THE-

DOOR

Once a person has committed to doing something,

whether by action or word, they are more likely to do it.

Example: Signing a petition will make you more likely to vote for an

upcoming ballot measure.

See Dickerson et al. (1992)

DICKERSON ET AL. (1992)

Aim: To see if the FITD technique was effective

Method: Asked college students to sign a poster saying they

would take shorter showers and lower their water usage in the

dorms. They also asked them to complete a survey on their water

usage. The researchers then monitored the students shower

times.

Findings: The students who signed the poster took showers that

were on average 3.5 minutes long (which is shorter than regular

students).

Conclusion: Foot-In-The-Door Works

Critical Thinking?

LIKING

People will comply with a person they like.

Mr. Bonica will drink Vita Coco because his favorite baseball player

(Dustin Pedroia) asks him to.

RECIPROCITY

People will comply when the person asking for

compliance does them a favor first.

Reciprocity Principle: We feel like we should treat others the way

they treat us.

Example: Free samples at Costco. “Thanks for the free one, now

maybe I should actually buy something.”

RECIPROCITY: DOOR-IN-THE-FACE

After being asked for a big commitment (which we will

likely turn down), we are more likely to agree to a

smaller one.

Example: A car salesman lowering his initial asking price after you

initially refuse.

See Cialdini et al (1975) for an example from research.

CIALDINI ET AL (1975)

Aim: To see if the DITF technique is effective.

Method: Posed as a community volunteer group and asked

random college students to chaperone a group of juvenile

delinquents to the zoo (86% refused). Others were first asked to

volunteer for a mentoring program that would take 2 hours a week

for 2 years (All refused).

Findings: After refusing they were asked about the zoo trip. About

50% volunteered for the zoo.

Conclusion: Reciprocity is an effective compliance technique.

SCARCITY

When something is rare or limited, people are more

likely to comply (buy it).

Example: Seasonal specials at Fast Food Restaurants. The “McRib”

is only sold for one month a year.

SOCIAL PROOF/BANDWAGON

People will comply with a behavior if they see others doing it too.

TUALA-MEN CHALLENGE

Use the compliance techniques which you have just learned

about to design an advertisement for a mystery product.

Explain why it would be an effective strategy.

MR. TIMBERWOLF CHALLENGE

In the coming weeks, the Mr. Timberwolf contestants

will be competing to raise money for a charity. Using

compliance techniques, come up with strategies that

they can use to increase their fundraising capabilities.

TUALATIN MAD MEN CHALLENGE

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