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

2. Sequential Persuasion
Chapter 11
Sequential Persuasion

3. PREGIVING Favors and gifts create a sense of indebtedness.
Returning favors is culturally universal.
Beware of unfair exchanges.
example: a male buys a female three drinks in a bar. Does she “owe” him anything in return?
Explanations for pregiving’s effectiveness
Liking
Physical attraction
Perceived ulterior motives
Gratitude
Impression management
Internalized social norm; norm of reciprocity

4. PREGIVING EXAMPLES Befriending your neighbor
Ned fixes Earl’s sprinkler, then asks to borrow Earl’s lawnmower.
Political favors
Campaign contributions buy access to a politician, if not votes.
Panhandling tour guides
Panhandlers volunteer directions to tourists, then ask for a tip.
Pregiving in sales
A company gives important clients free tickets to a ball game.
Wedding and baby showers
Obligation to give an equivalent gift—social exchange theory

5. FOOT IN THE DOOR
A person who agrees to a small, initial request is more likely to comply with a subsequent larger request.
Freedman & Fraser’s (1966) classic study
initial request: housewives were asked to display a small sign in their window that read “Be a safe driver.”
follow-up request: housewives were later asked to display a large billboard that read “Drive Carefully” in the front yard.
results: 17% of the “control” housewives complied, compared to 76% of the FITD housewives.
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6. FITD EXPLANATIONS
Bem’s self-perception theory: People make self- attributions based on their own behavior.
Gorassini & Olson: Self perception is not the only explanation for the FITD.
The requestee may consider whether others would reject the request.
activating relevant attitudes is important (“you are so thoughtful.” “You are so generous.”)

7. KEYS TO THE FITD STRATEGY
Size of the 1st request
Must be small enough to ensure compliance, but not so small as to appear trivial.
Prosocial requests
The strategy works best with prosocial causes.
External incentives
There should be no external inducements such as payment or rewards.
Who makes the request
The 1st and 2nd requests need not be made by the same requester.
Social labeling
Positive labels help activate relevant attitudes.
Preference for consistency
People with a high need for consistency are more susceptible.
Self concept clarity
People with high self-clarity are more susceptible.

8. THE DOOR IN THE FACE
A person is presented with an initial, large request which she/he is inclined to reject.
The person thereby becomes more likely to acquiesce to a second, more reasonable request.
Cialdini & Ascani’s (1976) study:
initial request: college dorm residents were asked to donate one unit of blood every two months for a period of three years.
follow-up request: dorm residents were asked to give blood once, the next day.
results: compliance for the DITF group was 49%, versus 31% for the control group.
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9. DITF EXPLANATIONS perceptual contrast effect self-presentation
The 2nd request seems much more reasonable by comparison.
self-presentation
The target doesn’t want to be perceived negatively by others.
reciprocal concessions
The target perceives he/she is engaged in a bargaining situation.
legitimacy explanation
Concessions imply the request is genuine
guilt-based explanation
The target feels guilty for not being helpful.
social responsibility position
We comply based on our own, internal standards

10. KEYS TO THE DITF STRATEGY
Size of the initial request
The 1st request must be large enough to be rejected, but not ludicrous.
Type of Compliance Sought
The strategy works best with prosocial causes.
No Time Delay
The 2nd request must follow right after the 1st.
Who makes the request
The 1st and 2nd requests must be made by the same requester.
Size of the follow-up request
The 2nd request must be unambiguously smaller than the 1st.

11. But wait! There’s more… SWEETENING THE DEAL But wait, there’s more…”
The “that’s not all strategy” sweetens the deal.
Free extras add perceived value to an offer.
“Order now, and I’ll throw in…”
Often combined with the scarcity principle.
“The first 20 callers will also receive…”
Effectiveness is based on reciprocity and contrasting
But wait!
There’s more…

12. THE LOW BALL TECHNIQUE The low ball technique
Lowballing involves making an offer that sounds too good to be true.
There are, however, hidden “strings” attached.
Once the consumer is psychologically committed, it is hard to back out.
zero down car sales
A credit card has a low interest rate, but only for a few months.
fine print in a low airfare ad (“restrictions may apply”)
Effectiveness is based on psychological commitment and unfulfilled obligations
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13. BAIT & SWITCH TECHNIQUE
An offer is made that seems too good to be true.
When the consumer tries to buy the low-priced item, the item is no longer available.
A different, more expensive item is offered instead
“Sorry, we’re out of your size, but…”
“That model is actually a piece of junk. For just a bit more, you can get…”
“Would you like to upgrade that ticket?”
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14. OTHER STRATEGIES Disrupt-then-reframe: “It’s only 500 pennies!”
Pique technique: “Can you lend me $1.47?”
Legitimizing paltry contributions: “Even a penny will help.”
Evoking freedom: “Feel free to say no…”
Fear-then-relief: riding an emotional roller coaster
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