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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