5.4:
Persuasion Strategies
When one person asks someone for a favor, like trying a sample of new hand cream, the individual may comply with such a reasonable request because it seems small and effortless.
However, fulfilling that initial request makes it harder to turn down a larger, subsequent request, for instance, one that calls for the individual to purchase something.
In this case, the salesman is relying on the foot-in-the-door phenomenon—a tendency for people who agree with small requests to increase their likelihood of completing a larger demand at a later time.
The tactic worked; the shopper wanted to be consistent in her actions: She voluntarily accepted to simply try the product and followed through with a bigger purchase!
On the contrary…the refusal of a large request—for example, the boss said no when the salesperson asked for 50% commission—may increase the likelihood of her saying yes in the future to a smaller wish, like a more reasonable amount.
This latter approach is referred to as the door-in-the-face technique—a method of complying to something smaller after saying no to an initially substantial request. Due to the principle of reciprocity, the superior felt that she owed the determined worker a favor for making his sales goals.
Using either method, people can be persuaded to comply, even over the phone, whereby exchanging personal information and genuine compliments upfront can aid in business negotiations…or via email, where companies can send tempting offers to try their products for a limited time, knowing that they’ll gain future customers!
5.4:
Persuasion Strategies
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’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
Get Your Foot in the Door
The first effective strategy is the foot-in-the-door technique (Cialdini, 2001; Pliner, Hart, Kohl, & Saari, 1974): If a persuader—such as a salesperson—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’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.
This text is adapted from OpenStax, Psychology. OpenStax CNX.
Suggested Reading
Cialdini, R. B., & Goldstein, N. J. (2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591-621.
Cialdini, R. B., Vincent, J. E., Lewis, S. K., Catalan, J., Wheeler, D., & Darby, B. L. (1975). Reciprocal concessions procedure for inducing compliance: The door-in-the-face technique. Journal of Personality and Social Psychology, 31(2), 206-215.