SN2 Discuss the use of compliance techniques

1. SN2Discuss the use of compliance techniques Jade Hall, Felicia Hanson

2. Compliance techniques • Where it comes from? -Robert Cialdini outlined ways that individuals are influenced to comply with the demands or desires of others.

3. Six factors of Influence • Authority • Commitment • Liking • Reciprocity • Scarcity • Social proof

4. Authority • What is it? -most people will be apt to comply or do the same as others that have some type of authority or power. • How is it used? -Like the proactiv commercial or weight watchers; Jessica Simpson and Jennifer Hudson support and use that material. If you see a celebrity using a certain product you as the buyer will probably buy it because of the person that is using it. A lot of big time companies use this source to further their sales to fit the companies demand.

5. Commitment • What is it? - kind of like the saying “once a cheater always a cheater” if you have agreed to a certain thing in anyway you will more than likely do that same thing or something in the same category. • How is it used? -this behavior can be used to keep customers returning or buying the same things. Like taste testing if you try something and like it then more than likely you will try it again or maybe buy it.

6. Liking • What is it? -people will comply with requests from people they like. • How is it used? -people who sell Avon will go to there friends and family because they will buy more and be comfortable doing so.

7. Reciprocity • What is it? - feeling the need to return the favor • How is it used? -at most restaurants the waiters are really nice to you and will constantly check on you why? Because they what a big tip! The owners will also make sure the waiter is giving the customer a reason to tip big so they don’t spend as much on paying them.

8. Scarcity • What is it? -’sales’ ,’only for a limited time’ , ‘last chance’ advertisements • How is it used? -when people feel something they want isn't going to be avaiable on a everyday basis they are going to spend now rather than later.

9. Social proof • What is it? -people will only view a certain behavior as correct if the see others doing it. • How is it used? -this is used to draw in new people to a certain act. If a person seeing 1 girl buying a cheap bag and 10 girls buying an expensive bag the person is going to probably buy the more expensive one because they think it’s the better or right thing to do.

10. Lynn and McCall(1998) • What did they do? • Conclusion

11. Cialdini et al.(1975) • What did they do? • This study explores the idea of "mutual reciprocal concessions" or "give and take" in negotiations. Previous studies showed that the idea of making an initial "firm" offer and holding pat was not an effective way to negotiate -- start higher and "give and take" down to an equitable level.3 different times the subject was asked and refused first request, then asked a smaller favor. Then subject was asked only smaller request. And finally subject was described the big request and then asked for the smaller favor. • Conclusion • No one would agree to the big request asking to be a Big Brother or Sister at a detention center for two hours per week for two years. The smaller request was to chaperone a group of kids to the zoo.1st request there was 50% compliance, 2nd request there was 25% compliance, 3rd request there was 16.7% compliance. A smaller request after a bigger request does improve compliance. Note that just telling them about the big request isn't sufficient to build compiance

12. Cont. • Second try.. • Wondered if request needed to be by the same requester in order for them to comply. Cialdini created a control group where the experimenter described both the extreme and the smaller favor, and then the participant was requested to perform either one. • Only 25% of the students agreed to the zoo request. This demonstrates that even a little exposure to more extreme task does not greatly affect compliance.