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The study of Freedman & Fraser (1966):Freedman & Fraser (1966): House owners are not necessarily keen to have big advertisements in their gardens. Freedman and Fraser showed how to persuade homeowners to allow putting a huge board in their garden with the advice “Drive safely”. © POSbase 2008Contributor The Foot-In-The-Door Technique
The study of Freedman & Fraser (1966):Freedman & Fraser (1966): © POSbase 2008 The Foot-In-The-Door Technique Drive safely
The researcher mimed a worker and asked the houseowners whether they were willing to set up an advertisement in their garden. He showed them a picture of the advertisement in front of their house, of which not much could be seen. It must have looked like the example I gave in the last slide. In this group, only 17% of the homeowners said yes, and 83% said no. © POSbase 2008 The Foot-In-The-Door Technique
Another group was asked two weeks before whether they would attach a small label (about 8 x 8 cm, or 3 x 3 inches) with the warning „Drive safely“ so that people who walked by could see it. In this group, 76% of the homeowners (instead of 17%!) accepted to have a big advertisment in their garden. © POSbase 2008 The Foot-In-The-Door Technique
The small request was sufficient to induce acceptance of the bigger request. Presumably, the homeowners perceived themselves as dedicated to safe driving, and people walking by could se this. Moreover, it may be more difficult to say no after having said yes: Where is the limit of acceptance? This technique of requesting small favors before asking for a bigger favor is called „Foot-in-the-door technique“.Foot-in-the-door technique © POSbase 2008 The Foot-In-The-Door Technique
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