1. PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING
Robert H. Gass & John S. Seiter

2. Chapter 10
Compliance Gaining

3. Compliance Gaining Compliance gaining is a sub-set of persuasion.
Compliance gaining is intentional.
The focus is on behavioral conformity.
Studies concentrate on interpersonal influence (one-on-one).
Studies emphasize strategy selection and strategy effectiveness.
Motorists fail to comply with no texting and driving laws (shutter_o/Shutterstock.com)

4. MARWELL & SCHMITT’s approach
5 basic types of strategies
Rewarding activity
Punishing activity
Expertise
Activation of impersonal commitments
Activation of personal commitments

5. 16 strategies for gaining compliance
Promise of reward
Threat of punishment
Positive expertise
Negative expertise
Promoting liking
Norm of reciprocity
Punishment
Creating indebtedness
Moral obligation
Positive esteem
Negative esteem
Positive altercasting
Negative altercasting
Altruism
Positive admiration
Negative admiration

6. 7 SITUATIONAL/RELATIONAL FACTORS
Dominance; the level of power, control, or status
Intimacy; the degree of closeness
Resistance; anticipation of non-compliance
Personal benefits; self-benefit vs other benefit
Rights; invocation or rights, obligations, enforcement of rules
Relational consequences; repercussions for noncompliance
Apprehension; perceived stress, tension, anxiety, pontetial for conflict escalation
Prostock-studio/Shutterstock.com

7. STRATEGIES FOR RESISTING COMPLIANCE
Ways of resisting compliance
Non-negotiation: “No, I’m not going to shoplift anything for you.”
Identity management: “Who do you take me for? I would never engage in shoplifting.”
Justifying: “Pilfering violates company policy and I could get fired.”
Negotiation: “I won’t shoplift, but I will loan you the money to buy it.”
S Robert Kneschke/Shutterstock.com

8. STRANGERS VS INTIMATES
Long term
relationship
Short term
Interpersonal
setting
You want a good friend to sign up for a yoga class with you
You want a classmate to explain what you missed during an absence
Non-interpersonal
You want the city to repair potholes and fix cracked sidewalks regularly
You want a car rental agent to give you a discount on a car

9. COUPLE TYPES Traditionals Highly interdependent, do things together
engage in conflict over salient issues
Independents
Value relationship and personal autonomy
Hold nontraditional beliefs about gender roles
engage in some conflict over major and minor issues
Separates
Not interdependent
Avoid interaction, especially conflict

10. POWER Reward power Based on the ability to confer benefits
Coercive power
Based on the ability to inflict punishments or impose penalties
Expert power
Based on perceived knowledge, expertise
Legitimate power
Based on official rank, formal standing
Referent power
Based on admiration, respect, regard
PlusONE/Shutterstock.com

11. POLITENESS THEORY
People engage in facework to manage their own and others’ identities
Positive face: projecting a positive, consistent self image
Negative face: need for freedom from constraints, impositions
People are less likely to comply if their face is threatened
People adapt their requests to the power, status of others
Andrey_Popov/Shutterstock.com

12. DESIGN LOGICS Expressive design logic
People who respond reflexively, impulsively
Conventional design logic
People who follow norms, social customs
Rhetorical design logic
People who rely on shared goals and reason-giving
Of the three types, the last is rated as more competent and effective.

13. GOAL-PLAN-ACTION MODEL
Primary goals
An employee wants a pay raise.
Secondary goals
The employee doesn’t want to work more hours.
The employee doesn’t want to irritate the boss.
Plans
The employee opts for a positive, rational approach.
The employee provides evidence demonstrating his/her higher productivity compared to other employees.

14. PRIMARY GOALS There are seven types of primary goals.
gaining assistance
“Would you give me hand?”
giving advice
“You should send a thank you note.”
share activity
“Let’s do lunch.”
change orientation
“Pick a career you’ll enjoy the most, not the one that pays the most.”
change relationship
“I think we should start seeing other people.”
obtain permission
“Can I take the day off tomorrow?”
enforce rights and obligations
“But you promised me…”

15. SECONDARY GOALS There are five types of secondary goals Identity goals
Goals consistent with one’s own character
Interaction goals
Goals regarding facework, impression management
Relational resource goals
Goals involving relationship maintenance
Personal resource goals
Goals to improve one’s own assets or standing
Affect management goals
Goals about managing one’s mood, emotions
iQoncept/Shutterstock.com

16. CIALDINI’s 7 PRINCIPLES
Reciprocity
Scarcity
Consistency/commitment
Authority
Liking
Social proof
Unity