Social Compliance

II. Social Compliance
Social Compliance refers to publicly acting in accord to a direct request.(3)

A. Factors That Influence Compliance
When people are roughly equal in social status, establishing the correct atmosphere or mood is especially important to increase compliance.

1. Positive Mood - People are more likely to comply when they are in a good mood. Theorized reasons for this are that people in a good mood are 1) more active, 2) that pleasant moods activate pleasant thoughts which likely makes people feel more favorable toward those around them, and 3) are less likely to critically analyze events, including requests, and are thus more likely to grant them.(3). 

2. Reciprocity - Reciprocity is the social norm that we should repay in kind what another person has done for us; that is, people give back (reciprocate) the kind of treatment they have received from another. By virtue of the rule of reciprocity, people are obligated to repay favors, gifts, invitations, etc. in the future.(9) Although this unwritten social norm helps to maintain fairness in social relationships by prescribing that favors or good deeds should be reciprocated, it can also be used to increase compliance. Research clearly demonstrates that giving someone a small gift or doing them a favor can easily lead to reciprocal compliance, especially if you seek compliance shortly after
doing the good turn.(3)

Examples of reciprocity used as a marketing strategy include grocery stores providing free product samples, insurance agents giving away free pens or calendars, etc. 

3. Giving Reasons - We have learned through experience that there are exceptions to social norms, and when people ask to be granted an exception, it is expected that they will provide a reason why the exception should be granted. Because we believe that others are as concerned about acting appropriately as we are, we tend to assume that when someone gives us a reason for doing something, it must be worthy of an exception. As a result, we may often mindlessly grant a request accompanied by a reason because we assume the requester would not ask if the request was illegitimate.(3)

Ellen Langer (1978) and her colleagues found evidence for the power of reason giving in gaining compliance when they had confederates try to cut in line ahead of others at a photocopying machine. In one condition the confederates gave no reason, merely asking, “May I use the photocopying machine to make five copies?” Sixty percent of those waiting complied with this “no reason” request. In another condition, when the confederates gave an explanation for their request (“May I use the photocopying machine to make five copies because I’m in a hurry?”), compliance increased to 94 percent, a significant difference. What Langer was interested in determining at this point was whether the actual content of the reason was important or whether any reason at all would suffice. To test this, she had her confederates try a third version of the request, where the reason given for cutting in line was really no explanation at all; it was merely a restatement of their desire to make copies (“May I use the photocopying machine to make five copies because I have to make copies?”). Surprisingly, this mere reiteration of a desire to make copies resulted in 94 percent compliance, identical to when an actual explanation was given (“I’m in a hurry”).(3)

B. Sequential Request Compliance Tactics
Sequential compliance tactics refer to tactics that require more than one step (usually two) to be effective. They are often used by sales practitioners to increase the likelihood of closing the deal.

Cialdini's 6 Principles of Influence
Cialdini (2001) observed the methods used by sales practitioners and determined that six key principles of influence underlie most influence attempts: scarcity, reciprocity, consistency/commitment, authority, social proof, and similarity/liking.(11)

1. Scarcity - When scarcity is used, an item or opportunity is presented as something that is not readily available, either due to low quantity or because the offer is only good for a short period of time. For example. When the Mazda Miata was first introduced, it was released in such low quantities that they usually sold for several thousand dollars over the manufacturer's suggested retail price.(11)

2. Reciprocity - The second principle, reciprocity, describes influence tactics that work because the influence practitioner has done a favor for or made a concession to the target of influence. Targets are more likely to agree with the request because they feel they "owe" the influence practitioner. Anyone who has received free address labels with a request for a charitable donation should be familiar with these types of tactics.(11)

3. Commitment and consistency - Consistency-and-commitment tactics work because the influence practitioner is able to get the target to (mentally) commit to the transaction before the practitioner alters the deal. This is the mechanism behind bait and switch tactics. For example, a store advertises in the Sunday paper a "bargain" which is so good you go there with the intent to buy the product. Once there, the sales person tells you they are sold out but sells you a similar, more expensive item. The reason most people buy the more expensive replacement item is because they have already committed themselves to the purchase.(11)

4. Authority - People tend to be more easily persuaded by individuals perceived to be authority figures because they are seen as successful or experts on topics.(11) I'm not sure why Cialdini included authority as authority seems to be the primary factor which distinguishes obedience from compliance. Perhaps he simply doesn't make this distinction in his own work.

5. Social Proof - Social proof is the psychological phenomenon where people assume (follow) the actions of others in an attempt to reflect correct behavior for a given situation. This effect is prominent in ambiguous social situations where people are unable to determine the appropriate mode of behavior, and is driven by the assumption that surrounding people possess more knowledge about the situation.(12) (Also see informational influence under social conformity) Car salespeople take advantage of this when they emphasize how popular a particular car is. Internet service providers use this tactic when they emphasize the large number of subscribers to their service.(11)

6. Similarity/Liking - These tactics emphasize that the influence agent is likable or similar to us. For instance, a salesperson may state that he or she shares the same hobbies or drives the same car as a potential customer.(11)


According to Cialdini, the majority of sequential request compliance tactics fit into one of two categories from the list above: commitment and consistency or reciprocity

Commitment and Consistency Tactics

A number of sequential request compliance tactics work by making the targets of influence feel committed to an action or a product.

1. The Low Ball Procedure - The low ball technique essentially consists of offering an attractive deal to the target (customer) and getting some sort of initial commitment from them. Once commitment has been made, the deal changes, becoming less desirable than the arrangement to which the target initially committed (the price is raised). However, because the target already feels committed to the transaction, many with still accept the new deal.(11)

The most common example of this is with car salespersons. First, the salesperson offers an attractive deal which is accepted by the customer. They begin the process to complete the sale and the customer becomes excited about owning the car. At some point during the process, some reason is given by the sales person why the deal must be changed and the price is increased. Perhaps the salesperson made a mistake, the cost of an option you assumed was included is not actually included, or the boss didn't approve the sale. Whatever the reason, many people, even if they become angry or upset about the new deal, will still accept it.

Why is the low-ball technique so successful? It works because once someone agrees to a business deal or course of action, that individual feels committed and will stay committed to that course of action even when the details change. In addition, the initial request is usually perceived as a "good deal" by the target, and this perception helps enhance his or her commitment.

Additional research has indicated that the degree of commitment between the target and the influence agent plays an important role in the success of this technique (Burger & Petty 1981).

2. Bait and Switch - The bait and switch tactic generally consists of baiting customers by advertising a product at a low price to draw them in. When customers visit the store, they are told that the product is not available (perhaps it is sold out, or in the case of a mortgage, the customer doesn't qualify). The sales person then offers an alternate product which is not as good of a deal.

Why does it work? Much like the low-ball procedure, the bait-and-switch technique works by getting an initial commitment to comply, which makes people more likely to accept a less attractive arrangement than they ordinarily would have accepted.(11)

3. Foot-in-the-Door - the FITD technique works by asking for something small-usually a minor commitment-and building upon that commitment to gain compliance with a larger, usually related request.(11) For example, a woman tells you she is gathering signatures on a petition supporting environmental protection and ask if you would be willing to sign. This question is the first small request. Being pro-envirnoment, you agree to sign. After signing, she says she is also seeking money to help her organization better fight for the environment. Would you be willing to make a contribution? This is the second larger request. Chances are if you signed the petition you will also make a contribution.(3)





(2)Social Influence: Compliance and Conformity

(1)Principles of Social Psychology

(3)Social Psychology (Franzoi)

(4)SimplyPsychology: Conformity

(5)Wikipedia: Muzafer Sherif

(6)Boundless: Conformity

(7)Wikipedia: Social Proof

(8)Wikipedia: Group cohesiveness

(9) Wikipedia: Reciprocity (social psychology)

(10) The Power of the Word "Because" To Get People To Do Stuff

(11) Sequential Request Compliance Tactics

(12) Wikipedia: Social Proof

Social Psychology and Human Nature, Brief Version

The Corsini Encyclopedia of Psychology

http://digitalintelligencetoday.com/downloads/CialdiniSciAmerican.pdf

Psycholgy Myers

https://www.simplypsychology.org/minority-influence.html

https://psychology.iresearchnet.com/social-psychology/self/self-awareness/

http://www.sciencedirect.com/science/article/pii/S0747563217301504

http://www.mytonschool.co.uk/wp-content/uploads/2012/09/6.-Minority-influence-and-social-change.pdf


https://www.boundless.com/sociology/textbooks/boundless-sociology-textbook/social-groups-and-organization-6/group-dynamics-57/the-asch-experiment-the-power-of-peer-pressure-356-3293/

https://www.influenceatwork.com/wp-content/uploads/2012/02/Cornell-HotelRestAdminQrtly.pdf

http://www.integratedsociopsychology.net/Conformity-Majority_Influence/map.htm