PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING Robert H. Gass & John S. Seiter

Chapter 10 Compliance Gaining

Compliance Gaining Compliance gaining is a sub-set of persuasion. Compliance gaining is intentional. The focus is on behavioral conformity. Studies concentrate on interpersonal influence (one-on-one). Studies emphasize strategy selection and strategy effectiveness. Motorists fail to comply with no texting and driving laws (shutter_o/Shutterstock.com)

MARWELL & SCHMITT’s approach 5 basic types of strategies Rewarding activity Punishing activity Expertise Activation of impersonal commitments Activation of personal commitments

16 strategies for gaining compliance Promise of reward Threat of punishment Positive expertise Negative expertise Promoting liking Norm of reciprocity Punishment Creating indebtedness Moral obligation Positive esteem Negative esteem Positive altercasting Negative altercasting Altruism Positive admiration Negative admiration

7 SITUATIONAL/RELATIONAL FACTORS Dominance; the level of power, control, or status Intimacy; the degree of closeness Resistance; anticipation of non-compliance Personal benefits; self-benefit vs other benefit Rights; invocation or rights, obligations, enforcement of rules Relational consequences; repercussions for noncompliance Apprehension; perceived stress, tension, anxiety, pontetial for conflict escalation Prostock-studio/Shutterstock.com

STRATEGIES FOR RESISTING COMPLIANCE Ways of resisting compliance Non-negotiation: “No, I’m not going to shoplift anything for you.” Identity management: “Who do you take me for? I would never engage in shoplifting.” Justifying: “Pilfering violates company policy and I could get fired.” Negotiation: “I won’t shoplift, but I will loan you the money to buy it.” S Robert Kneschke/Shutterstock.com

STRANGERS VS INTIMATES Long term relationship Short term Interpersonal setting You want a good friend to sign up for a yoga class with you You want a classmate to explain what you missed during an absence Non-interpersonal You want the city to repair potholes and fix cracked sidewalks regularly You want a car rental agent to give you a discount on a car

COUPLE TYPES Traditionals Highly interdependent, do things together engage in conflict over salient issues Independents Value relationship and personal autonomy Hold nontraditional beliefs about gender roles engage in some conflict over major and minor issues Separates Not interdependent Avoid interaction, especially conflict

POWER Reward power Based on the ability to confer benefits Coercive power Based on the ability to inflict punishments or impose penalties Expert power Based on perceived knowledge, expertise Legitimate power Based on official rank, formal standing Referent power Based on admiration, respect, regard PlusONE/Shutterstock.com

POLITENESS THEORY People engage in facework to manage their own and others’ identities Positive face: projecting a positive, consistent self image Negative face: need for freedom from constraints, impositions People are less likely to comply if their face is threatened People adapt their requests to the power, status of others Andrey_Popov/Shutterstock.com

DESIGN LOGICS Expressive design logic People who respond reflexively, impulsively Conventional design logic People who follow norms, social customs Rhetorical design logic People who rely on shared goals and reason-giving Of the three types, the last is rated as more competent and effective.

GOAL-PLAN-ACTION MODEL Primary goals An employee wants a pay raise. Secondary goals The employee doesn’t want to work more hours. The employee doesn’t want to irritate the boss. Plans The employee opts for a positive, rational approach. The employee provides evidence demonstrating his/her higher productivity compared to other employees.

PRIMARY GOALS There are seven types of primary goals. gaining assistance “Would you give me hand?” giving advice “You should send a thank you note.” share activity “Let’s do lunch.” change orientation “Pick a career you’ll enjoy the most, not the one that pays the most.” change relationship “I think we should start seeing other people.” obtain permission “Can I take the day off tomorrow?” enforce rights and obligations “But you promised me…”

SECONDARY GOALS There are five types of secondary goals Identity goals Goals consistent with one’s own character Interaction goals Goals regarding facework, impression management Relational resource goals Goals involving relationship maintenance Personal resource goals Goals to improve one’s own assets or standing Affect management goals Goals about managing one’s mood, emotions iQoncept/Shutterstock.com

CIALDINI’s 7 PRINCIPLES Reciprocity Scarcity Consistency/commitment Authority Liking Social proof Unity