Sequential Request Sequential Request Strategies Strategies How to open doors…and slam them 1
Jan 19, 2016
Sequential Request Sequential Request StrategiesStrategies
How to open doors…and slam them
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Pre-GivingPre-Giving
Favors and gifts create a sense of indebtedness.
Returning favors is culturally universal.
Beware of unfair exchanges.◦ example: a male buys a female three
drinks in a bar. Does she “owe” him anything in return?
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Pregiving illustrationsPregiving illustrations Befriending your
neighbor◦ Ned fixes Earl’s sprinkler,
then asks to borrow Earl’s lawnmower.
Political favors◦ Campaign contributions buy
access to a politician, if not votes.
Panhandling tour guides◦ Panhandlers volunteer
directions to tourists, then ask for a tip.
Pregiving in sales◦ A company gives
important clients free tickets to a ball game.
Doing the dishes as foreplay◦ A husband does the
dishes, hoping to put the wife in a good mood.
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Why does pregiving work so Why does pregiving work so well?well?
The liking explanation◦ The pregiver is perceived as a good, kind person.◦ Best used when the return favor is for a good cause.
The gratitude explanation◦ The pregiver evokes “good vibes.”◦ Best used when the return favor benefits the pregiver.
Norm of reciprocity◦ Favors create a sense of indebtedness.◦ Impression management: People want to maintain a
positive image.◦ Internalized social norm: Repaying favors is the right thing
to do.
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The “foot in the door” strategy The “foot in the door” strategy (FITD)(FITD)
A person who agrees to a small, initial request is more likely to comply with a subsequent larger request.
Freedman & Fraser’s (1966) classic study◦ initial request: housewives were asked
to display a small sign in their window that read “Be a safe driver.”
◦ follow-up request: housewives were later asked to display a large billboard that read “Drive Carefully” in the front yard.
◦ results: 17% of the “control” housewives complied, compared to 76% of the FITD housewives.
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Theoretical explanationsTheoretical explanationsfor the “FITD”for the “FITD”
Bem’s self-perception theory: People make self-attributions based on their own behavior.
Gorassini & Olson: Self perception is not the only explanation for the FITD.◦ The requestee may consider whether others would
reject the request.
◦ activating relevant attitudes is important (“you are so thoughtful.” “You are so generous.”)
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Keys to the FITD strategyKeys to the FITD strategy Size of the 1st request
◦ Must be small enough to ensure compliance, but not so small as to appear trivial.
Prosocial requests◦ The strategy works best
with prosocial causes. External incentives
◦ There should be no external inducements such as payment or rewards.
Who makes the request◦ The 1st and 2nd requests
need not be made by the same requester.
Social labeling ◦ Positive labels help
activate relevant attitudes.
Who answers the door◦ People with a high need
for consistency are more susceptible.
◦ People with high self-clarity are more susceptible.
Time Delay◦ A time delay between the
1st and 2nd requests helps activate relevant attitudes.
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The “foot in the mouth” The “foot in the mouth” strategystrategyFoot in the mouth:
Acknowledging that one is in a good mood predisposes a person to be more agreeable.
Telemarketers: “How are you today?” Food servers: “What beautiful weather.
We’re having!” Warm-Up act: “Who’s ready to have fun? I
can’t hear you. Who is ready to have some FUN?”
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The “door in the face” strategy The “door in the face” strategy (DITF)(DITF)
A person is presented with an initial, large request which she/he is inclined to reject.
The person thereby becomes more likely to acquiesce to a second, more reasonable request.
Cialdini & Ascani’s (1976) study:◦ initial request: college dorm residents were
asked to donate one unit of blood every two months for a period of three years.
◦ follow-up request: dorm residents were asked to give blood once, the next day.
◦ results: compliance for the DITF group was 49%, versus 31% for the control group.
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Theoretical explanationsTheoretical explanationsfor the “DITF”for the “DITF” perceptual contrast phenomenon
◦ The 2nd request seems much more reasonable by comparison.
reciprocal concessions◦ The target perceives he/she is engaged in a bargaining
situation. self-presentation explanation
◦ The target doesn’t want to be perceived negatively by others. social responsibility position
◦ We comply based on our own, internal standards guilt-based explanation
◦ The target feels guilty for not being helpful.
Note: at present, it isn’t clear which of these explanations best accounts for the research findings
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Keys to the DITF strategyKeys to the DITF strategy
Size of the initial request
The 1st request must be large enough to be rejected, but not ludicrous.
Prosocial Requests◦ The strategy works
best with prosocial causes.
Time Delay◦ The 2nd request must
follow right after the 1st.
Who makes the request◦ The 1st and 2nd requests
must be made by the same requester.
Size of the follow-up request
The 2nd request must be unambiguously smaller than the 1st.
Who answers the door DITF works best with
“exchange-oriented” people.
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The “that’s not all” tacticThe “that’s not all” tactic
But wait, there’s more…”◦ The “that’s not all strategy”
sweetens the deal.
◦ Free extras add perceived value to an offer. “Order now, and I’ll throw in…”
◦ Often combined with the scarcity principle. “The first 20 callers will also
receive…”
◦Effectiveness is based on reciprocity and contrasting
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The “lowball” tacticThe “lowball” tactic The low ball technique Lowballing involves making an offer that
sounds too good to be true. There are, however, hidden “strings”
attached. Once the consumer is psychologically
committed, it is hard to back out.◦ zero down car sales
◦ A credit card has a low interest rate, but only for a few months.
◦ fine print in a low airfare ad (“restrictions may apply”)
Effectiveness is based on psychological commitment and unfulfilled obligations
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Bait & Switch An offer is made that seems too good
to be true. When the consumer tries to buy the
low-priced item, the item is no longer available.
The strategy is common in retail sales.
◦ “Sorry, we’re out of your size, but…”
◦ “That model is actually a piece of junk. For just a bit more, you can get…”
◦ “Would you like to upgrade that ticket?”
The “bait-and-switch” tacticThe “bait-and-switch” tactic
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Low ball versus bait & switch Low ball versus bait & switch
The low ball tactic changes the original deal or adds conditions to the existing deal.
The low ball operates after the target becomes psychologically committed.
The bait & switch involves a completely different deal, an alternative product or course of action.
The bait lures the target in before she/he is psychologically committed.
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The “disrupt-then-reframe” The “disrupt-then-reframe” strategystrategy
Disrupting and reframing is a diversionary tactic.
A quirky statement disrupts cognitive processing.◦ “My soccer team’s
candy is $5. That’s only 500 pennies.”
The disruption inhibits counterarguing.
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Legitimizing paltry contributionsLegitimizing paltry contributions
This strategy pre-empts potential objections.◦ “Even a penny will
help!”◦ “No donation is too
small.”The strategy
induces guilt if the target declines.
The strategy produces a large quantity of smaller donations.
Donors tend to give far more than a penny, however.
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The “fear-then relief” strategyThe “fear-then relief” strategy
Following a scare, the relief people feel makes them more compliant.◦ Police
interrogations often rely on the “good cop, bad cop” routine.
Lola’s car is idling roughly. She takes it to her mechanic.
The mechanic looks under the hood and mutters, “uh oh…that’s not good.”
Lola experiences a moment of panic. She dreads a huge repair bill.
“Wait,” the mechanic says, “it’s just a loose spark-plug wire.”
Feeling relieved, she says, “Great!”
“However,” the mechanic says, “you need new spark plug wires. These are cracking.”
Lola is likely to jump at the chance for a smaller repair.
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The “happiness then The “happiness then disappointment” strategydisappointment” strategy
An emotional see-saw from good to bad also increases compliance.
The sudden withdrawal of positive emotion disrupts cognitive processing.
A person thinks she or he has found a $20 bill on the ground.
It turns out to be a flier. Following the
disappointment, the person is more likely to comply with a request.
The shift in emotions temporarily disrupts cognitive processing.
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The “happiness then The “happiness then disappointment” strategydisappointment” strategy
Some students were led to believe they received an “A” on an assignment.
The instructor then announced “There’s been a mistake.”
Students were then informed the high grade belonged to a student in another class.
The students were then given their correct grade, a “C.”
Students who experienced an emotional see-saw were more likely to volunteer for a school activity, for more hours, than students who weren’t mislead. Nawrat & Dolinski, 2007)
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