ComplianceCompliance is a result of

direct pressure to respond to a request (conformity is

much more subtle)

SOCIAL INFLUENCE

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the expert in the rapidly expanding field of influence and persuasion.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

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VÄLJ EN LAYOUT

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Compliance Techniques (ways in which individuals are influenced to comply with the demands or desires of others)

Ads that use these…

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http://www.youtube.com/watch?v=1x19z5Jb_pg

THE NORM (RULE) OF RECIPROCITYWe treat other people the way they treat us (Cialdini

1993)We are socialized into returning favours and this

powerful rule underpins compliance

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RESEARCH THAT TESTED RECIPROCITY• Regan 1971, lab. Experiment• See handout –received a favour or not

• Door-in-the-face techniqueA request is made which will surely be turned down. Then a second request is made which asks less of someone.• Evidence: Cialdini et al. 1975 see p. 117 in your

book• “County Youth Counselling Program” – “would you like

to chaperone a group of juvenile delinquents on a day trip to the zoo?”

• Lynn & McCall 1998: the size of the tip increases when given a mint or sweet with the bill

COMMITMENTBeing consistent with previous behaviour

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COMMITMENT – IN RESEARCH• The foot-in-the-door techniqueGetting people to make a commitment to something small, with the hope of persuading them to agree to something larger• Research done by Dickerson et al. 1992 – wanted to see if

they could get university students to conserve water in the dormitory showers.

• See p. 118 in your book

• Low-balling• By Cialdini et al. 1974 tested psychology students on

campus• See p. 118

• Hazing – initiation rites • You might like it more if you endure pain! (even electrical

shocks)

EVALUATION OF THE TWO COMPLIANCE TECHNIQUES

MCEGUniversal?

Other factors involved?

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