Explain Compliance Strategies

Attitudes A set of beliefs and feelings. Advertising is ALL based on attitude formation. Mere Exposure Effect Central Route v. Peripheral Route

Attitude and Behavior Do attitudes tell us about someone’s behavior? LaPiere’s Study Cognitive Dissonance Theory People want to have consistent attitudes and behaviors….when they are not they experience dissonance (unpleasant tension). Usually they will change their attitude. You have a belief that cheating on tests is bad. But you cheat on a test!!! The teacher was really bad so in that class it is OK.

Compliance Strategies Foot-in-the-door phenomenon Door-in-the-face phenomenon Norms of reciprocity Ingratiation Low Balling

Dickerson et al. (1992) FID Did a field experiment where they asked university students to conserve water in the dormitory showers. The researchers first asked a group of students to sign a poster supporting shorter showers to save water.

Dickerson et al. (1992) FID Then they asked students to do a survey asking them to think about their own water usage. Finally the students’ shower time was monitored.

Dickerson et al. (1992) Students who had signed the poster and had done the survey spent an average of 3.5 minutes less in the shower compared to the rest of the students in the dormitory.

Regan (1971) Laboratory experiment to test reciprocity Aim: To test whether participants who had received a favor from another would be more likely to help this person than if they had not received a favor.

Regan (1971) Laboratory experiment to test reciprocity Procedure: One participant and a confederate of the experimenter were asked to rate paintings. In the experimental condition the confederate left the experiment and returned after a few minutes with two bottles of coca cola. He had bought one for himself and one for the participant. In the control condition, the participant did not receive a coke.

Regan (1971) Laboratory experiment to test reciprocity When all the paintings had been rated the experimenter left the room again. The confederate told the naive participant that he was selling raffle tickets for a new car and that the one who sold the most tickets could win $50. He then asked the participant if he would buy some tickets and said that even a small amount would help.

Regan (1971) Laboratory experiment to test reciprocity Results: The participants in the experimental condition bought twice as many raffle tickets than participants in the control condition who had not received a favor first.