TM 10-TM 10-11Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
TM 10-TM 10-22Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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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
TM 10-TM 10-55Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-66Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-77Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-88Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
TM 10-TM 10-99Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
TM 10-TM 10-1010Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
TM 10-TM 10-1111Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-1212Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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TM 10-TM 10-1414Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
TM 10-TM 10-1515Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
The door-in-the-face technique
0.54
0.33 0.33
Door in the Equivalent Target Face Request Control Control Experiment 3
TM 10-TM 10-1616Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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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TM 10-TM 10-1919Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2020Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2121Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2222Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2323Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
TM 10-TM 10-2424Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2525Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Social Validation...
TM 10-TM 10-2626Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2727Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2828Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-2929Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-3030Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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TM 10-TM 10-3232Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Liking
1. Physical Attractiveness
2. Similarity
3. Impression Managementa. Ingratiationb. Indirect Association
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The Liking Principle
Similarity...
TM 10-TM 10-3434Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-3535Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
TM 10-TM 10-3636Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
TM 10-TM 10-3737Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
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
