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

Lorsqu’une personne demande à quelqu’un une faveur, comme essayer un échantillon de nouvelle crème pour les mains, la personne peut se conformer à une telle demande raisonnable parce qu’elle semble petite et sans effort.

Cependant, en répondant à cette demande initiale, il est plus difficile de refuser une demande ultérieure plus importante, par exemple, une demande qui demande à la personne d’acheter quelque chose.

Dans ce cas, le vendeur s’appuie sur le phénomène du pied dans la porte, une tendance des personnes qui sont d’accord avec de petites demandes à augmenter leur probabilité de répondre à une demande plus importante plus tard.

La tactique a fonctionné : l’acheteuse voulait être cohérente dans ses actions : elle a volontairement accepté d’essayer simplement le produit et a fait un achat plus important !

Au contraire... le refus d’une demande importante – par exemple, le patron a dit non lorsque le vendeur a demandé une commission de 50 % – peut augmenter la probabilité qu’elle dise oui à l’avenir à un souhait plus petit, comme un montant plus raisonnable.

Cette dernière approche est appelée la technique de la porte dans le visage, une méthode qui consiste à se conformer à quelque chose de plus petit après avoir dit non à une demande initialement substantielle. En raison du principe de réciprocité, la supérieure estimait qu’elle devait une faveur à l’ouvrier déterminé pour avoir atteint ses objectifs de vente.

En utilisant l’une ou l’autre méthode, les gens peuvent être persuadés de se conformer, même par téléphone, ce qui permet d’échanger des informations personnelles et des compliments sincères dès le départ peut aider dans les négociations commerciales... ou par e-mail, où les entreprises peuvent envoyer des offres alléchantes pour essayer leurs produits pendant une durée limitée, sachant qu’elles gagneront de futurs clients !

Cialdini, R. B. et Goldstein, N. J. (2004). Influence sociale : conformité et conformité. Revue annuelle de psychologie, 55, 591-621.

Cialdini, R. B., Vincent, J. E., Lewis, S. K., Catalan, J., Wheeler, D., & Darby, B. L. (1975). Procédure de concessions réciproques pour inciter à la conformité : la technique de la porte dans le visage. Journal de la personnalité et de la psychologie sociale, 31(2), 206-215.

stratégies de persuasion

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>

Stratégies de persuasion

Les chercheurs ont testé de nombreuses stratégies de persuasion, y compris les techniques du pied dans la porte et de la porte dans le visage, dans divers contextes. ...

Education

Enseignement

JoVE Core

Social Psychology

Psychologie sociale

Foundations of Social Psychology

Fondements de la psychologie sociale

Attitudes and Persuasion

Attitudes et persuasion

KEY TERMS AND CONCEPTS

TERMES ET CONCEPTS CLÉS

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

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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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