Social Norms

Objective 3.2 Discuss the use of two compliance techniques.

Opening question What is compliance?

Compliance The literature on social influence sometimes used the term compliance interchangeably with conformity. Compliance refers to behavioral response to a request by another individual, while conformity, refers to the influence of a group upon an individual.

Compliance in advertising Discuss with the person next to you one thing that you have been coerced in to buying in the last month. How did the advertisement, salesperson, or commercial convince you to buy it?

Strategies commonly used by advertisers

Compliance techniques Compliance techniques are the essential strategies that are used to assist in the modification of behavior in response to a direct request.

Compliance techniques in research As a social psychologist, Robert Cialdini is interested in the psychology of compliance: What are the factors that cause one person to say yes to another person? What "psychological principles influence the tendency to comply with a request"? Cialdini terms these principles "weapons of influence." As a basis for his conclusions, Cialdini relies on two main sources: laboratory experiments and advice for "compliance professionals"--those whose business it is to persuade us.

Compliance techniques in research Although there are thousands of different tactics that compliance practitioners employ to produce an affirmative response, the majority fall within six basic categories according to Cialdini. Each of these categories is governed by a fundamental psychological principle that directs human behavior and, in so doing, gives the tactics their power.

The Six Factors of Compliance There are generally two ways to induce compliance: appeal to logic, or appeal to emotion. Appeal to emotion involves one or more of the six factors below, as defined by Robert Cialdini (though he called them "weapons of persuasion"). Reciprocation: if someone does something for you, then you feel more obligated to do something for them. (appeal to guilt to reciprocate) Commitment: if you make a small commitment, then you will be more likely to commit to something larger in the future . (appeal to guilt to NOT say no)

The Six Factors of Compliance Liking: you are more likely to like a product or individual if it is associated with someone / something you like. (appeal to attachment/like/love) Authority: if an "authority" you recognize endorses the product, you will like it more (appeal to envy / idolatry) Social proof: if everybody has one, then you need it too. (appeal to envy) Scarcity: people tend to desire the scarce object(s) more than commodities (appeal to greed)

The Five Common Compliance Techniques There are five common compliance techniques The "Foot-in-the-Door" Technique The "Door-in-the-Face" Technique The "That's-Not-All" Technique Ingratiation Reciprocity

Disclaimer It is Mr. Freeman’s intention in presenting you with Cialdini's findings to bring these techniques to your attention; not to teach you how to trick other people into compliance. DON’T TRY THESE TECHNIQUES AT HOME! …or on your other teachers

Foot-in-door technique Getting people to make a commitment and therefore increase compliance by first asking for a small request, with the hope of persuading them to agree to a larger request (actual target).  Assumes that agreement with a small request increases the likelihood of agreement with a subsequent larger request. 

Foot-in-door technique The foot-in-door technique came from the days of door-to-door salesman, where people actually come to your door to sell you things. If they can get you to open up and invite him in, so he can deliver his pitch, he has a MUCH better chance of making a sale then being shut outside the door.

Why FITD is effective People tend to perceive themselves as helpful for complying with the small request and want to continue to be seen as helpful so they continue complying with requests. People want to be consistent and therefore tend to comply with the request 

FITD in Action http://youtu.be/oBNoa4c7J6I

Connection of Freedman and Fraser This study relates to the FITD because when participants were asked a small request (small sign), there was a higher compliance rate.  FITD was shown to be an effective compliance technique.  Discussion point: Think of situations where FITD has led to compliance.

Ingratiation Ingratiation is a simple method of influence that seeks to get others to like you and hence comply with your requests. People today use a variety of different methods to ingratiate. Jones (1964) identified three methods of ingratiation: other enhancement (flattery), opinion conformity (agreement), and self-presentation (dressing favorably).

Ingratiation in action http://youtu.be/9ZF4k5LKQlY

Ingratiation in Business Bandiera et al. (2009) have shown the importance of social connections in favoritism. Managers who are paid a fixed wage tend to favor the employers to whom they are socially connected, regardless of their ability. This can be discussed and explained.

Ingratiation in Employee Consideration Researchers have also found that multiple employers report hiring candidates who had the following characteristics: Those who talk positively about the current employer or employees whom they have come into contact with (other-enhancement) Those who present themselves in a professional and approachable manner (self-presentation) Candidates who share company beliefs and ideals (opinion-conformity).

Key Discussion Points Could biological or cognitive factors influence compliance? Could there be cultural differences in compliance? Would qualitative research methods paint a better picture for understanding compliance in society? Are some people more susceptible to these techniques than others?

Video on conformity http://vimeo.com/14838933 http://www.betterdaystv.net/play.php?vid=19441