PHYS 105 1nd EditionLecture 12Social Influence cont’d.Factors that lead to compliance (cont’d)- The request comes from someone to whom we feel indebted (they did us a favor so we tend to comply when they ask us because we feel like we owe them—norm of reciprocity)- Target is in a good mood- Target feels guilty about something (even if it is unrelated to you)Sequential Request Strategies (used often by sale people)1. Foot-in-the-doora. Break the ice with a small request (difficult to refuse) ex. Can I come in?b. Provide the real (larger) request ex. Would you buy this box of candyc. Often works because of change in self-perception. If agree to smaller request then think of someone who endorses product so now buy it1. Study: would you display a large obtrusive sign in your front door that says “drive safely?” only 17% said yes. In a group that was asked first a small request (will you sign this position to support safe driving) then got a call and asked to put a sign in their yard, 50% said yes. Shows change in self-perception2. Low-ballinga. Probably the most devious you can dob. Secure agreement with a requestc. Increase the size of the request with hidden costsd. Works because psychology of commitment—already committed to cost of the carso harder to walk away3. Door-in-the-facea. Begin with a large, unreasonable request (will you pay for a trip to Europe?)b. Come back with real, reasonable request (okay how about PCB?)c. Works because perceptual contrasts (this is a better deal paying lower amount) and reciprocity (the person is meeting half-way—they came down in their price so I should go up in mine a little bit)4. That’s-not-all-folksa. Product is initially offered at a particular priceb. Then seller reduces price of bonus is offeredc. Works because norm of reciprocity—they did something for you (lower price) so you should buy it1 & 2 start small then go big and 3 & 4 start big then go downObedienceDefined as behavior change produced by the commands of authorityMilgram study—65% went all the way. o Replicated in several different counties and among different age groupso No gender differences observed in level of obedience (did Milgram experiment with women)o Some factors did affect the level of obedience (examples in book)o Happened again in modern day experiment (over 50% went all the way)o 92% kept saying rude comments in someone headphones during job interview even when interviewee pleaded them to stop if experimenter told them to
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