Compliance refers to a change in behavior that occurs because of a request from another person or group. Robert Cialdini identified 6 factors that influence compliance: social proof, authority, liking, scarcity, commitment, and reciprocity. Common compliance techniques discussed include the foot-in-the-door technique, low-ball technique, bait-and-switch technique, labeling technique, and door-in-the-face technique. Each works by getting a target to commit to a small request first before following up with a larger request that they may have otherwise refused.

1. COMPLIANCE
PSYCHOLOGY

2. What is Compliance?

3. What is Compliance?
Compliance refers to a change in behavior that
is requested by another person or group; the
individual acted in some way because others
asked him or her to do so (but it was possible
to refuse or decline.)

4. Robert Cialdini
Best known for his 1984 book on persuasion and marketing, Influence: The
Psychology of Persuasion.

5. Cialdini’s 6 factors of Influence
Cialdini found 6 factors that influence whether a person will
comply with a request:
 Social Proof
 Authority
 Liking
 Scarcity
 Commitment
 Reciprocity

6. Social Proof
People will do things that they see other people are doing.

7. Authority
People will tend to obey authority figures, even if they are asked to perform
objectionable acts.

9. Liking
People are easily persuaded by other people that they like.

10. Scarcity
Perceived scarcity will generate demand.

12. Commitment and Consistency
The Principle of Commitment and Consistency roots back to
human nature of keeping one’s word. If people commit, orally or
in writing, to an idea or goal, they are more likely to honor that
commitment.
Even if the original incentive or motivation is removed

13.  In their (1998) study, Lynn & McCall found that when
restaurants gave their customers a complimentary mint or
sweet with their bill, they were more likely to leave bigger tips.
 When the waiters paused, made eye contact with the
customers, and gave them a second mint while stating that
the mint was especially for the patron, tips shot up by a
whopping 20 percent.
Why might this be the case?

14. We tend to feel obligated to return favors after people do favors for us.
Reciprocity

16. COMPLIANCE TECHNIQUES
 Foot-in-the-Door Technique
 Low-Ball Technique
 Bait and Switch Technique
 Labeling Technique
 Door-in-the-face
 The "That's-Not-All" Technique

17. Foot-in-the-Door Technique
Getting people to make a commitment to something small, with
the hope of persuading them to agree to something larger
It would be inconsistent to refuse a second larger request
involving the same topic/issue.

18.  Signing of Petitions on a street corner
 By getting people to agree to sign their name, it is
hoped that they will then support that cause in
upcoming elections.

19. This said FITD has been used effectively to encourage people to
become organ donors

20. Gain Target’s
Compliance
With a Small
Request
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Example:
“Would you
sign a petition
to help feed
starving
children?”

21. Gain Target’s
Compliance
With a Small
Request
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Would you
sign a petition
to help feed
starving
children?
Make a
Related,
Larger
Request
“Would you
work for 2
weeks in the
local soup
kitchen?”

22. Low-Ball Technique
 A compliance technique in which an unreasonably low offer
is made, and when commitment is elicited, replaced with a
higher offer on the pretence that the lower one could not be
honoured
 It often is easier to continue with the commitment than to
change one’s self-concept or new self-image.

23. The 7a.m. Start,
Cialdini et al (1978)
 Control group: When asked whether they would participate in a
psychology experiment that started at 7 am most People refused
 Experimental group: When asked whether they would participate in an
psychology experiment, most People agreed; later they were told that it
started at 7 am and given the chance to drop out if they wanted, turned up
as promised.

24. Get an
Agreement to
a Specific
Arrangement
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Get the
Customer to
Agree to Buy a
New Car for
Rs. 4.5 Lac

25. Get an
Agreement to
a Specific
Arrangement
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Get Customer
to Agree to
Buy a New Car
for Rs. 4.5 Lac
SECOND STEP
Change The
Terms of The
Arrangement
“Oh, you
wanted tires
and seats?
Then that’ll be
Rs. 5.29 Lac.”

26. Bait and Switch Technique
 This technique gets people to accept a deal they would
have rejected if it had been offered first.
 It works by getting people to commit to a general course of
action (e.g., the need to have a new stereo).

27. Advertise a
Low Price on
an Item
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Spur the
Target to Take
a Course of
Action

28. Advertise a
Low Price on a
New Stereo
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Spur The
Target to Take
a Course of
Action
SECOND STEP
“That stereo
is junk, but
just $299
more buys
this beauty!”
Describe the
Course as
Unwise,
Suggest an
Alternative

29. “You Are A
Very
Generous
Person!”
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Assign The
Target a Trait
Label

30. “You Are A
Very Generous
Person!”
Foot-in-
the-Door
FIRST STEP SECOND STEP
Low-Ball
Bait and
Switch
Labeling
TACTIC
Assign The
Target a Trait
Label
SECOND STEP
“Say, Can
You
Contribute
to the ex-
CEO fund?”
Then Seek
Compliance
With a
Label-
Consistent
Request

31. Door-in-the-face technique
 A compliance technique in which a
large request is made first and is then
followed up by a small one
 Someone calls asking for a large
donation to a charity which is likely to
be refused, they then ask for a smaller
donations;
 This is has proved to be far more
effective than asking straight out for
the same small donation.

33. Other explanations for DITF
 Worthy person hypothesis, (Foehl and Goldman,
1983): Guilt is induced by refusing a worthy cause

34. “Even a penny would help”
 Cialdini and Schroeder, (1976):
 Giving to American Cancer Charity increased when this
line was added to the pitch
 people didn't want to appear cheap;
 they were more likely to give when even very small
donations were legitimised;

35. A deal that is changed into an even better deal before the consumer even
has a chance to respond (e.g., car commercials; direct TV shopping)
That’s Not All