Name: how small requests influence bigger yeses
Uploaded: 2020-02-12T11:07:44.000Z
Duration: 1 min 52 s
Channel: JoVE

K12 Standards

Texas Essential Knowledge and Skills

High School

Biology

BIO.3

BIO.3.C

Persuasion Strategies

Cuando una persona le pide un favor a alguien, como probar una muestra de una nueva crema de manos, la persona puede cumplir con una solicitud tan razonable porque parece pequeña y sin esfuerzo.

Sin embargo, cumplir con esa solicitud inicial hace que sea más difícil rechazar una solicitud posterior más grande, por ejemplo, una que requiere que la persona compre algo.

En este caso, el vendedor confía en el fenómeno del pie en la puerta, una tendencia de las personas que están de acuerdo con las solicitudes pequeñas a aumentar su probabilidad de completar una demanda más grande en un momento posterior.

La táctica funcionó; la compradora quería ser coherente en sus acciones: aceptó voluntariamente simplemente probar el producto y siguió adelante con una compra más grande.

Por el contrario, el rechazo de una solicitud grande (por ejemplo, el jefe dijo que no cuando el vendedor pidió una comisión del 50%) puede aumentar la probabilidad de que ella diga que sí en el futuro a un deseo más pequeño, como una cantidad más razonable.

Este último enfoque se conoce como la técnica de la puerta en la cara, un método para cumplir con algo más pequeño después de decir que no a una solicitud inicialmente sustancial. Debido al principio de reciprocidad, la superiora sintió que le debía al trabajador determinado un favor por lograr sus metas de ventas.

Usando cualquiera de los dos métodos, se puede persuadir a las personas para que cumplan, incluso por teléfono, donde el intercambio de información personal y cumplidos genuinos por adelantado puede ayudar en las negociaciones comerciales... o por correo electrónico, donde las empresas pueden enviar ofertas tentadoras para probar sus productos por un tiempo limitado, sabiendo que ganarán futuros clientes.

Cialdini, R. B., & Goldstein, N. J. (2004). Influencia social: Cumplimiento y conformidad. Revista Anual de Psicología, 55, 591-621.

Cialdini, R. B., Vincent, J. E., Lewis, S. K., Catalan, J., Wheeler, D., & Darby, B. L. (1975). Procedimiento de concesiones recíprocas para inducir el cumplimiento: La técnica de la puerta en la cara. Revista de Personalidad y Psicología Social, 31(2), 206-215.

estrategias de persuasión

Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people&rsquo;s attitude, ideas, and behaviors (Cialdini &amp; Goldstein, 2004).

Get Your Foot in the Door

The first effective strategy is the foot-in-the-door technique (Cialdini, 2001; Pliner, Hart, Kohl, &amp; Saari, 1974): If a persuader&mdash;such as a salesperson&mdash;gets an individual to say yes to a small request, they are more likely to also get the buyer to agree to a larger request at a later time. This technique illustrates the principle of consistency (Cialdini, 2001): Our past behavior often directs our future response, and we have a desire to maintain consistency once we have a committed to something.

How would a company use the foot-in-the-door technique to sell you an expensive product? For example, say that you are looking to buy a new smartphone, and the salesperson offers you the latest model at a discounted price. When you agree, the salesperson then suggests a bigger purchase: the most expensive data plan. After agreeing to the smaller purchase, you are more likely to also buy the larger item.

The Door Won&rsquo;t Slam Twice

Another effective persuasion strategy is the door-in-the-face technique (Cialdini et al., 1975): If a person first turns down a large demand, they are more likely to agree to a smaller request at a later time. For example, in a business setting, an employee should first ask their boss for a 30% increase in salary. When that request is denied, the employee would mention a smaller amount, like a 10% increase, instead. The boss is more likely to agree to this modified request because they believe they are making a concession to the employee.

Original Research

The foot-in-the-door technique was first demonstrated in a study by Freedman and Fraser (1966). In the experiment, participants were asked if they would either post a small sign in their yard or endorse a petition. Those who consented were subsequently more likely to put a larger sign in their yard compared to people who declined the initial request.

In addition, the door-in-the-face technique was first demonstrated in a study by Cialdini and colleagues (1975). Participants who first turned down a request to commit to two years of community service were more likely to agree to an afternoon of volunteering than participants who were only asked to make the smaller commitment. Both requests also needed to be made by the same person so that the second, smaller one appeared to be a concession that both the requester and participant were making.

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This&nbsp;text is adapted from <a href="https://cnx.org/contents/Sr8Ev5Og@10.16:MBKbyrYC@13/12-3-Attitudes-and-Persuasion" target="_blank">OpenStax, Psychology. OpenStax CNX.</a>

Estrategias de Persuasión

Los investigadores han probado muchas estrategias de persuasión, incluidas las técnicas del pie en la puerta y la puerta en la cara, en una variedad de contextos. ...

Education

Educación

JoVE Core

Social Psychology

Psicología Social

Foundations of Social Psychology

Fundamentos de la Psicología Social

Attitudes and Persuasion

Actitudes y persuasión

KEY TERMS AND CONCEPTS

TÉRMINOS Y CONCEPTOS CLAVE

how small requests influence bigger yeses

Persuasion strategies can shape what people buy and how they think or act. Researchers have tested these methods in many settings, including sales and behavior change. Two well-known examples are the foot-in-the-door technique and the door-in-the-face technique.

The foot-in-the-door technique starts with a small request. If someone agrees to that first request, they are more likely to agree to a larger request later. This works through consistency, which is the tendency to stay in line with past behavior once a person has committed to something.

A sales example makes the pattern easy to see. A person may agree to buy a new smartphone at a discounted price. After that first yes, a salesperson may suggest a bigger purchase, such as the most expensive data plan. The smaller agreement can make the larger one more likely.

The door-in-the-face technique works in the opposite order. A person first hears a very large request and says no. They are then more likely to agree to a smaller request later, especially if the second request sounds like a concession.

An employee asking for a raise shows this strategy well. The employee might first ask for a 30% salary increase. After that request is denied, the employee may ask for 10% instead. The boss may be more willing to accept the second request because it feels like a compromise.

These techniques were first shown in original research. Freedman and Fraser found that people who agreed to a small yard sign or a petition were later more likely to put up a larger sign. Cialdini and colleagues later showed that people who first رفض? first turned down a request for two years of community service were more likely to agree to an afternoon of volunteering.

The same person needed to make both requests in the door-in-the-face study. That detail helped the second, smaller request feel like a real concession. Together, these studies show how order, commitment, and concession can make a request more persuasive.

How Small Requests Influence Bigger Yeses

how-small-requests-influence-bigger-yeses

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persuasion strategies

Persuasion strategies can shape what people buy and how they think or act. Researchers have tested these methods in many settings, including sales and behavior change. Two well-known examples are the foot-in-the-door technique and the door-in-the-face technique. The foot-in-the-door technique starts with a small request. If someone agrees to that first request, they are more likely to agree to a larger request later. This works through consistency, which is the tendency to stay in line with...

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key terms and concepts

Explore the foot-in-the-door and door-in-the-face techniques, how they work, and why small requests can lead to bigger yeses in real life.

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How Small Requests Influence Bigger Yeses

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