Compliance Techniques

1. COMPLIANCE
TECHNIQUES
How to get people to do you a
favor! (AKA Buy Something)

2. LEARNING OUTCOME
 Discuss the use of compliance techniques.

3. COMPLIANCE
 Compliance: The result to direct pressure to respond
to a request.
 Example: A company advertising a product.
 How and why do people respond to requests of other people and
companies?

4. COMPLIANCE TECHNIQUES
Robert Cialdini describes several techniques
that are used to get people to follow requests.
 Authority
 Commitment
 Liking
 Reciprocity
 Scarcity
 Social Proof

5. AUTHORITY
 People comply with someone who is famous or an
authority figure.
 Often Celebrity endorsements

6. COMMITMENT: FOOT-IN-THE-
DOOR
 Once a person has committed to doing something,
whether by action or word, they are more likely to do it.
 Example: Signing a petition will make you more likely to vote for an
upcoming ballot measure.
 See Dickerson et al. (1992)

7. DICKERSON ET AL. (1992)
 Aim: To see if the FITD technique was effective
 Method: Asked college students to sign a poster saying they
would take shorter showers and lower their water usage in the
dorms. They also asked them to complete a survey on their water
usage. The researchers then monitored the students shower
times.
 Findings: The students who signed the poster took showers that
were on average 3.5 minutes long (which is shorter than regular
students).
 Conclusion: Foot-In-The-Door Works
 Critical Thinking?

8. LIKING
 People will comply with a person they like.
 Mr. Bonica will drink Vita Coco because his favorite baseball player
(Dustin Pedroia) asks him to.

9. RECIPROCITY
 People will comply when the person asking for
compliance does them a favor first.
 Reciprocity Principle: We feel like we should treat others the way
they treat us.
 Example: Free samples at Costco. “Thanks for the free one, now
maybe I should actually buy something.”

10. RECIPROCITY: DOOR-IN-THE-FACE
 After being asked for a big commitment (which we will
likely turn down), we are more likely to agree to a
smaller one.
 Example: A car salesman lowering his initial asking price after you
initially refuse.
 See Cialdini et al (1975) for an example from research.

11. CIALDINI ET AL (1975)
 Aim: To see if the DITF technique is effective.
 Method: Posed as a community volunteer group and asked
random college students to chaperone a group of juvenile
delinquents to the zoo (86% refused). Others were first asked to
volunteer for a mentoring program that would take 2 hours a week
for 2 years (All refused).
 Findings: After refusing they were asked about the zoo trip. About
50% volunteered for the zoo.
 Conclusion: Reciprocity is an effective compliance technique.

12. SCARCITY
 When something is rare or limited, people are more
likely to comply (buy it).
 Example: Seasonal specials at Fast Food Restaurants. The “McRib”
is only sold for one month a year.

13. SOCIAL PROOF/BANDWAGON
 People will comply with a behavior if they see others doing it too.

14. TUALA-MEN CHALLENGE
 Use the compliance techniques which you have just learned
about to design an advertisement for a mystery product.
 Explain why it would be an effective strategy.

15. MR. TIMBERWOLF CHALLENGE
 In the coming weeks, the Mr. Timberwolf contestants
will be competing to raise money for a charity. Using
compliance techniques, come up with strategies that
they can use to increase their fundraising capabilities.

16. TUALATIN MAD MEN CHALLENGE
Lucky Pie
Dog Treats