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Compliance Theory

Compliance Theory. Main theorist: Robert Cialdini Compliance is when you act the way you are “supposed” to act; either because you were directly asked, or pressured more indirectly With compliance you have to agree; this is different from being ordered to do something. Compliance Techniques.

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Compliance Theory

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  1. Compliance Theory • Main theorist: Robert Cialdini • Compliance is when you act the way you are “supposed” to act; either because you were directly asked, or pressured more indirectly • With compliance you have to agree; this is different from being ordered to do something

  2. Compliance Techniques • We will be discussing Cialdini’s 6 Compliance Techniques: • Reciprocity • Commitment • Social Proof • Liking • Authority • Scarcity

  3. 1. Reciprocity • If someone does something for you, you want to do something for them. • Example: At a spotlight, a man comes up to wash your windshield for you without your asking. • Door-In-The-Face: you purposely ask for something outrageous, then your real request sounds better

  4. Reciprocal Concession – “door in the face” (Cialdini et al., 1975) Large Request Volunteer to work as counselor for juvenile delinquents at the County Juvenile Detention Center. Commitment required: 2 hours per week for at least 2 years. Small Request Volunteer to chaperone a group of juvenile delinquents from the County Juvenile Detention Center on a trip to the zoo. Commitment required: 2 hours of one afternoon or evening.

  5. Reciprocal Concession & Private Acceptance(Miller et al., 1976)

  6. 2. Commitment • Once people have agreed to do something, they are likely to continue doing it • Applies to both behaviors and beliefs/values • Foot-in-the-door technique: ask for a small favor first, then build on it

  7. Commitment: Volunteering for American Cancer Society (Sherman, 1980)

  8. Foot-in-the-Door: Volunteering for American Heart Association (Chartrand et al., 1999)

  9. 3. Social Proof • People view a behavior as correct if they see others performing it • Example: Laugh tracks on tv shows • This is especially true when we lack confidence or aren’t sure how to act • Example: have you ever visited another person’s church?

  10. Effect of Ambiguity on Social Influence(Latané & Darley, 1968)

  11. 4. Liking • People comply with requests from people they like. • Liking can thus trigger “automatic” compliance with a request by a liked stranger. • Question: What makes us like (or dislike) a stranger? • Attractiveness • Similarity

  12. Physical Attractiveness and Personality Traits (Dion, Berscheid, & Walster, 1972) Personality Traits Attributed To Physically Attractive Persons • Warm • Kind • Sensitive • Interesting • Strong • Poised • Modest • Sociable

  13. Effect of Similar Dress on Compliance(Emswiller, Deaux, & Willis, 1971)

  14. 5. Authority • People comply more often with those in positions of authority, even if they have a choice. • Examples: obeying police orders; Nike tennis gear endorsed by Serena Williams

  15. 6. Scarcity • Opportunities seem more valuable when they are less available • May help explain hazing behavior (along with other compliance techniques) • Examples: A sales clerk tells you the item is almost sold out; playing “hard to get” with someone you are interested in; you feel proud to be included in a secret

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