Interpersonal Influence

1. Interpersonal Influence October 31, 2006

2. Last Week • Theory of persuasion focused on changing peoples’ attitudes. • When there are strong arguments for adopting an attitude central route is effective because it leads people to scrutinize the evidence (e.g. Computer ad). • When there are weak arguments for adopting an attitude peripheral route is effective because it distracts people from focusing on the evidence (e.g. a cigarette ad).

3. This Week: From Attitudes To Behavior • Research on compliance focuses on changing people’s actual behaviors not just their attitudes. • Example: Having a positive attitude toward Tupperware versus actually buying it. • Compliance: Action that is taken only because it has been requested. • In other words, I would never by Tupperware unless you asked me to. • Key Question: How do you make a request in such a way that results in compliance?

4. Basic Mechanisms • Norms that govern the interaction: • Reciprocity • Commitment/Consistency • Social Validation • Characteristics of the person making the request. • Friendship/liking • Authority • Characteristics of the product being exchanged. • Scarcity

5. Norms That Govern the Exchange • When people interact with one another there are expectations about how to behave. • People trigger these expectations in order to gain compliance with a request.

6. Norm for Reciprocity • Rule: People must give back what they have received from others. • People who do not follow this rule are labeled as being greedy or selfish. • Two tactics that play on this norm. • Door-in-the-face technique. • That’s not all technique

7. Tactics Based on Reciprocity • Door-in-the-face technique: Begin with an extreme request that is almost always rejected then retreat to a more moderate request (which you planned to make all along). • Reciprocal concession: I conceded to you by making a lower request, so you should reciprocate by accepting my smaller request.

8. Example • Study of blood donors. • 1st request: Please be involved in a long term donor program. • 2nd request: One time blood donation instead. • Result: Smaller request accepted 50% of the time compared to control (who did not receive 1st request) who complied 32% of the time.

9. And that’s not all • A related technique is called, “And that’s not all.” • The target is not given time to turn down the first offer before the second more attractive offer is given. • Explanation: He went out on a limb to give me the better deal so I should accept it.

10. Norm for Consistency • People want to give the appearance that their words and deeds match. • Those who do not give this impression are seen as dishonest, indecisive or weak. • Once a person takes a stand they are therefore motivated to stick to it no matter the cost. • Initial commitment engages desire to remain consistent.

11. Foot-in-the-door technique • Ask for a small favor that is likely to be accepted. • Initial compliance is then followed by a request for a larger, related favor. • Explanation: People do not want to appear inconsistent with their initial action.

12. Examples • 46% willing to give to the Cancer Society when approached directly. Among those asked a day ahead to wear a lapel pin publicizing the drive, 80% gave. • 53% gave to a collection for the mentally impaired. Among residents who had been approached two weeks earlier to sign a petition supporting a recreation center for the impaired, 92% gave. • Ending blood drive reminder calls with, “We’ll count on seeing you then, OK? (pause for response) increased the attendance rate from 62 to 81 percent.

13. Consistency and Commitment • Bait and switch technique: Get people into store with phony promise for cheap merchandise. Once in the store people are more likely to buy something. • Low ball technique: Obtain commitment to an action then increase the cost of completing it (e.g. car dealers).

14. Social Validation • Tendency to see an action as more appropriate when we see others doing it. • Mechanism: Pressure to conform • Examples • Bartenders put money in their jars to give the impression that everyone tips. • Sign your name at the end of a long list of other people who complied with the request. • Give people a positive label and they will act to preserve the label.

15. Cornell Class of 2006 • These people gave, why don't you? » February 6th, 2006, 10:58 pm  Hi Seniors, All these great people have given, please join them!   Let's give. DANIEL ABRAMOWITZ SAMANTHA ACUNTO BRIGIT ADAMUS LESLIE ADLER…

16. Who is making the request? • The degree of compliance is also influenced by the characteristics of the person making the request. • We are more likely to comply with: • Friends and those we like • Physically attractive people • People who are similar to us. • People who like us. • These factors can also be explained by the ELM model we learned about last week.

17. Examples • Tupperware parties: You are invited to the house of a close friend who ultimately makes the request. More likely to buy from a friend than a strange salesperson. • Attractive candidates received more than 2.5 times the votes of the unattractive candidates in a Canadian election. • People more likely to give a dime to another person who was dressed like them (e.g. hippies). • People are more like to comply when they are complimented. Compliments don’t have to be accurate.

18. Questions • Do these tactics work even when we know they are being used on us? • How do you resist influence of this kind, given that it is so subtle?

19. Authority • People are more likely to comply with an authority figure. • Example: Rectal Ear Ache • Physician ordered drops be given in the patent’s right ear. Abbreviated--------“Place in R ear.” • Nurse put drops in the patients anus.

20. Scarcity • Opportunities are perceived as more valuable when they are less available. • When freedom to possess something is limited then our desire to possess it increases. • Tell people that there is a “limited number” of a certain item or it is being sold for a “limited time only.” • Example: Ban on phosphate detergents caused people who could no longer buy them to view the detergent as more effective than people in a neighboring county who still could. • What is the psychological mechanism??

21. Summary • Gain compliance by triggering and playing upon people’s expectations. • Make sure that the person making the request is attractive, complimentary and similar to the target. • Give the impression that the item is scarce.