Compliance and commitment Social Influence Compliance and commitment

Compliance the result of direct pressure to respond to a request Buying certain products –influence of advertising Cialdini- compliance techniques Ways to influence others- advertising and marketing

Six factors influence compliance Authority People comply to the wishes of those in positions of power (famous basketball player) Commitment Once you have agreed people are more likely to comply with similar requests Liking People comply with requests from people they like

Factors continued Reciprocity Scarcity Social Proof “return a favour” Opportunities seem more valuable to people when they are less readily available- “last chance” sale Social Proof People view a behaviour as correct if they see others performing it

Reciprocity Principle Social norm that we should treat others the way they treat us Shop keepers give us tea- we tend to buy things Gifts, travel, hotel discounts etc

Door-in-the-face technique Compromise should be acknowledged Request is made that will be turned down (too much) Second request that asks for less will be accepted Cialdini et al (1975) Chaperoning delinquents 83% refused Second scenario First asked for a 2 year commitment- 100% refusal Next asked to chaperone delinquents- 50% compliance

Defending against manipulation Accept initial favours in good faith Be prepared for tricks You do not need to respond with a favour unless you really want to

Commitment Consistency with previous behaviour Once you make a stand you will encounter personal and interpersonal pressures to behave consistently with that commitment Even when it seems illogical to outsiders Goal gradients The longer the commitment the less likely you are to abandon the goal (line ups)

Foot in the door technique Start small- sign petition- small sticker Next step- support political party Dickenson et al (1992) University students and water conservation Signed a poster Survey Decreased water consumption

Low-balling Cialdini et al. (1974) Asked students to be of study that started at 7 am 24% willing Second group told about the study but not the time 56% agreed When told the time they did not back out and 95% showed up

Hazing Read about hazing on page 118-19 Define hazing and discuss why this behaviour continues How could you reasonably (and ethically) increase participation in CAS activities in RAK academy