ComplianceCompliance is a result of

direct pressure to respond to a request (conformity is

much more subtle)

SOCIAL INFLUENCE

Influence, the classic book on persuasion, explains the psychology of why people say "yes"—and how to apply these understandings. Dr. Robert Cialdini is the expert in the rapidly expanding field of influence and persuasion.

You'll learn the six universal principles, how to use them to become a skilled persuader—and how to defend yourself against them. Perfect for people in all walks of life, the principles of Influence will move you toward profound personal change and act as a driving force for your success.

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VÄLJ EN LAYOUT

compliance techniques (ways in which individuals are influenced to comply with the demands or desires of others)

Ads that use these ways…

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http://www.youtube.com/watch?v=1x19z5Jb_pg

THE NORM (RULE) OF RECIPROCITYWe treat other people the way they treat us (Cialdini

1993)We are socialized into returning favours and this

powerful rule underpins compliance

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RESEARCH THAT TESTED RECIPROCITY• Regan 1971, lab. Experiment• See handout

• Door-in-the-face technique• Cialdini et al. 1975 see p. 117 in your book

COMMITMENTBeing consistent with previous behaviour

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COMMITMENT – IN RESEARCH• The foot-in-the-door technique• Research done by Dickerson et al. 1992 – wanted

to see if they could get university students to conserve water in the dormitory showers.

• See p. 118 in your book

• Low-balling• By Cialdini et al. 1974 tested psychology students

on campus• See p. 118