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

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Presentation on theme: "Compliance Compliance is a result of direct pressure to respond to a request (conformity is much more subtle) SOCIAL INFLUENCE."— Presentation transcript:

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

2 Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the expert in the rapidly expanding field of influence and persuasion. You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

3 … och klicka sedan på platshållarna om du vill lägga till egna bilder och bildtexter. VÄLJ EN LAYOUT

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

5 Ads that use these ways…

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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 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 – 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 tested psychology students on campus See p. 118


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