three compliance techniques

Compliance

Three compliance techniques: An overview

One common compliance technique used in social psychology is that of the so-called 'foot-in -- the door' approach. An example of such a technique was manifest in one experiment comparing different types of solicitation strategies to garner financial support for a museum. First, individuals were asked to sign a petition in support of the museum, and only then asked to contribute a small donation. In another 'foot in the door' example a similar technique was used regarding contributing to an organization devoted to fighting drunk driving: first, individuals were asked to sign a petition and only then asked to make a contribution (Brownstein & Katzev 1985, p.564; Bordens & Horowitz 2001, p. 280). The theory is once even a small commitment is made, the likelihood of 'buying in' to a more ambitious plan is heightened, because of the perception of generosity elicited in the giver and the perceived contrast between the first and second gift. This might be called the 'eat just one little bite' strategy, whereby a mother begs a child to eat one bite of his or her vegetables, in the hopes that the child will then venture a third or a fourth, larger bite.

A second strategy might be called the "door-in-the-face condition" where an initially outrageous demand is solicited, followed by a more modest one. In the case of the museum example, potential contributors were initially asked for a $5 contribution, followed by a request for a smaller donation (Brownstein 1985). This was found to be a more effective technique, perhaps because of the so-called 'norm of reciprocity' or the idea that, as humans are social animals they 'ought' to contribute and help one another out, and the donor is relieved that a less costly option exists than the first. This allows the donor to be generous, but not overly so (Brownstein & Katzev 1985, p.564). It is also normal to wish to be 'nice' if the negotiating party is perceived as making a concession, even if he or she began the process. The more small concessions are initiated, the higher the rate of compliance on the part of the donor (Brownstein & Katzev 1985, p.564). Once again perceptual contrast is influential -- the second, smaller request seems less outrageous, in comparison to the first request, even if the second request is still fairly taxing. Finally, most experiments involving this effect have centered on the subject of donating money, and within American culture there is often a strong desire not to appear 'cheap,' particularly in regards to worthy causes.