Sequential Request Strategies

1. Sequential Request Strategies How to open doors… and slam them

2. Pre-Giving • Pregiving creates a sense of indebtedness • Regan’s (1971) study involving “Joe,” a confederate. • Based on the “norm of reciprocity” • Beware of unfair exchanges • example: a male buys a female three drinks in a bar. Does she “owe” him anything in return?

3. Pregiving: illustrations • Befriending your neighbors • How to get a kid to stop kicking your seat on an airline • Pregiving at work • Pregiving in sales

4. The “foot in the door” strategy (FITD) • The basic principle: if a person agrees to a small, initial request, she/he is more likely to agree to 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 those exposed to the “foot in the door.”

5. Theoretical explanationsfor the “FITD” • Bem’s self-perception theory: People make self-attributions based on their own behavior. • Gorassini & Olson: activating relevant attitudes

6. Keys to making the FTID strategy work • Size of the initial request: must be small enough to ensure compliance, but not so small as to appear trivial or inconsequential. • First and second requests need not be made by the same requester. • External incentives for complying should not be present. • The time interval between the first and second requests can make a difference (2-3 days is best) • Positive social labeling can help. • The FITD strategy works best with pro-social causes • Receivers with a high need for consistency are most likely to comply

7. The “door in the face” strategy (DITF) • The basic principle: 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: asked to give blood once, the next day. • results: compliance for the DITF group was 49%, versus 31% for the control group.

8. Theoretical explanationsfor the “DITF” • perceptual contrast phenomenon: the second request seems much more reasonable by comparison • reciprocal concessions: the target perceives he/she is engaged in a bargaining situation • self-presentation explanation: target doesn’t want to be perceived negatively by the source • guilt-based explanation: target feels guilty for not being helpful • Note: at present, it isn’t clear which of these explanations best accounts for the research findings

9. Keys to making the DITFstrategy work • Size of the initial request: must be large enough to be rejected, but not ludicrous or incredulous. • Size of the follow-up request: must be unambiguously smaller than the initial request. • First and second requests must be made by the same requester. • No time delay between the first and second request. • The DITF strategy works best with pro-social causes. • DITF works best with “exchange-oriented” people

10. Other sequential strategies • Foot in the mouth: “How are you today?” • Acknowledging that one is doing fine, feeling well, or in a good mood psychologically predisposes a person to be more agreeable • The low ball technique (bait & switch): hidden “strings” • Example: fine print in a low airfare ad (“restrictions may apply”). • Example: a car ad that claims “zero interest” (but only for buyers with pristine credit histories)

11. still more sequential strategies • The “that’s not all” strategy: sweetening the deal increases the perceived value of an offer • Often combined with the scarcity principle, “The first 20 callers will also receive…” • Combined feet and face: various combinations also work, including Door-Door, Foot-Foot, and Door-Foot strategies. • Bait & Switch: • Example: “loss leaders” in newspaper ads for automobiles. • Example: “Sorry, we’re out of your size, but…”

12. The low ball tactic changes the original deal or adds conditions to the existing deal. The low ball operates after the target becomes psychologically committed The bait & switch involves a completely different deal, an alternative product or course of action The bait lures the target in before she/he is psychologically committed Low ball versus bait & switch

13. Bait & Switch in car sales • A newspaper ad features a car for $0 down and $299 a month. • The car is actually a “loss leader,” a stripped down version of the model • The advertised price assumes you have an A+ credit rating • The term may be $60 months (5 years) • The advertised price doesn’t include tax, license. acquisition fees, and other hidden costs • The car has invariably been sold

14. Bait & switch in air fares • You see a great fair on Expedia, Orbitz, or Travelocity to a travel destination • You enter the days and times you want to fly • After “searching” the website says “sorry this fare is sold out • Only higher priced fares are available • The fare doesn’t include a fuels surcharge, take off and landing fees, luggage fees, and taxes