1. Compliance Compliance is a result of direct pressure to respond to a request (conformity is much more subtle) SOCIAL INFLUENCE

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4. compliance techniques (ways in which individuals are influenced to comply with the demands or desires of others)

5. Ads that use these ways…

7. http://www.youtube.com/watch?v =1x19z5Jb_pg

8. THE NORM (RULE) OF RECIPROCITY We treat other people the way they treat us (Cialdini 1993) We are socialized into returning favours and this powerful rule underpins compliance

9. RESEARCH THAT TESTED RECIPROCITY Regan 1971, lab. Experiment See handout Door-in-the-face technique Cialdini et al. 1975 see p. 117 in your book

10. COMMITMENT Being consistent with previous behaviour

11. COMMITMENT – IN RESEARCH The foot-in-the-door technique Research done by Dickerson et al. 1992 – wanted to see if they could get university students to conserve water in the dormitory showers. See p. 118 in your book Low-balling By Cialdini et al. 1974 tested psychology students on campus See p. 118