SN2
Discuss the use of compliance techniques
Jade Hall, Felicia Hanson
Compliance techniques
 Where it comes from?
-Robert Cialdini outlined ways that individuals are
influenced to comply with the demands or desires of others.
Six factors of Influence
 Authority
 Commitment
 Liking
 Reciprocity
 Scarcity
 Social proof
Authority
 What is it?
-most people will be apt to comply or do the same as
others that have some type of authority or power.
 How is it used?
-Like the proactiv commercial or weight watchers;
Jessica Simpson and Jennifer Hudson support and use that
material. If you see a celebrity using a certain product you as
the buyer will probably buy it because of the person that is
using it. A lot of big time companies use this source to
further their sales to fit the companies demand.
Commitment
 What is it?
- kind of like the saying “once a cheater always a
cheater” if you have agreed to a certain thing in anyway you
will more than likely do that same thing or something in the
same category.
 How is it used?
-this behavior can be used to keep customers returning
or buying the same things. Like taste testing if you try
something and like it then more than likely you will try it
again or maybe buy it.
Liking
 What is it?
-people will comply with requests from people they
like.
 How is it used?
-people who sell Avon will go to there friends and
family because they will buy more and be comfortable doing
so.
Reciprocity
 What is it?
- feeling the need to return the favor
 How is it used?
-at most restaurants the waiters are really nice to you
and will constantly check on you why? Because they what a
big tip! The owners will also make sure the waiter is giving
the customer a reason to tip big so they don’t spend as much
on paying them.
Scarcity
 What is it?
-’sales’ ,’only for a limited time’ , ‘last chance’
advertisements
 How is it used?
-when people feel something they want isn't going to be
avaiable on a everyday basis they are going to spend now
rather than later.
Social proof
 What is it?
-people will only view a certain behavior as correct if
the see others doing it.
 How is it used?
-this is used to draw in new people to a certain act. If a
person seeing 1 girl buying a cheap bag and 10 girls buying
an expensive bag the person is going to probably buy the
more expensive one because they think it’s the better or right
thing to do.
Lynn and McCall(1998)
 What did they do?
 Conclusion
Cialdini et al.(1975)
 What did they do?
 This study explores the idea of "mutual reciprocal concessions" or "give and
take" in negotiations. Previous studies showed that the idea of making an initial
"firm" offer and holding pat was not an effective way to negotiate -- start higher
and "give and take" down to an equitable level.
3 different times the subject was asked and refused first request, then asked a
smaller favor. Then subject was asked only smaller request. And finally subject
was described the big request and then asked for the smaller favor.
 Conclusion
 No one would agree to the big request asking to be a Big Brother or Sister at a
detention center for two hours per week for two years. The smaller request was
to chaperone a group of kids to the zoo.
1st request there was 50% compliance, 2nd request there was 25% compliance,
3rd request there was 16.7% compliance. A smaller request after a bigger
request does improve compliance. Note that just telling them about the big
request isn't sufficient to build compiance
Cont.
 Second try..
 Wondered if request needed to be by the same requester in
order for them to comply. Cialdini created a control group
where the experimenter described both the extreme and the
smaller favor, and then the participant was requested to
perform either one.
 Only 25% of the students agreed to the zoo request. This
demonstrates that even a little exposure to more extreme
task does not greatly affect compliance.