Compliance Without PressureThe Foot –in-the-Door Technique

First a small request.

When a commitment is made cognitive dissonance is increased as we justify our choice.

Cognitive Dissonance is increased

Minutes, days or even a few short weeks later…

Later, a larger request is made.

How can a person be induced to do something he would rather not do?

This is the basis of the two experiments done by Jonathan L. Freedman and Scott C. Fraser.

Reduced dissonance because of the previous participation.

Larger Commitment

Experiment 1 Soap SurveyContact by phone only

Group Subject Categories

Performance

Agree-Only

Familiarization

One-ContactSoap surveys calls made to housewives of Palo Alto, California. Selected at random from the telephone directory.

Larger request made three days later.Phone request.

Three days later all subject groups were contacted.

This time they were asked to allow a survey team of five or six men come into their homes for a two hours to classify the household products they used.

The prediction was that those who complied with the first request would be more apt to comply with the larger request.

Experiment 2Drive-Safe & Keep California BeautifulContact Door-to-Door

Group Subject Categories

Similar/Similar, asked to display a small sign from home or

car window for safe-driving.

Different/Similar, asked to sign a petition for safe-driving.

Similar/Different, asked to display a sign “Keep California

Beautiful.”

Different/Different, asked to sign a petition to “Keep

California Beautiful.

One-Contact, only asked the larger request.

Larger request made two weeks later.In person face-to-face

Two weeks later all subject were contacted.

This time they were asked to allow a large unattractive sign be displayed in their front yard, all subject were asked to display the same sign concerning safe driving.

The subjects were shown a picture of a very large sign in front of an attractive house, the sign was poorly lettered and blocked the view of the homes front door.

The prediction was that those who complied with the first request would be more apt to comply with the larger request.

Results of the two experiments

Palo Alto, CA HousewivesPhone Survey/ Home Visit

0.00%10.00%20.00%30.00%40.00%50.00%60.00%

Palo Alto, CA HomeownersPetition or small sign/Large Sign

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%

IT WORKS• Children use it on their parents and

teachers.

• Sales people are pros at it.

• Politicians use it.

• Diet plans use it.

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