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 * Compliance occurs when the situation does not exert direct pressure to follow the majority, but the pression is often perceived by individuals as influencing their behaviour.
 * Compliance can be defined as the result of direct pressure to respond to a request
 * Robert Cialdini
 * Outlined compliance techniques
 * Cornerstone of advertising and marketing
 * Authority
 * People comply more often with those in positions of authority- IE famous man says buy this, so I will
 * Commitment
 * Once people have agreed to something, they are more likely to comply with more requests
 * Liking
 * People comply with requests from people they like
 * Reciprocity
 * People often feel they need to 'return a favour'
 * Scarcity
 * Opportunities seem more valuable to people when they are less readily available
 * Social proof
 * People view a behaviour as correct if they see others performing it
 * Reciprocity
 * Middle east salesman brings customer in, offers food & drink, talks with, presents wares because they know that that means they will be more likely to buy from them as they perceive that they owe the salesman a favour.
 * Door-in-the-face technique- ask to be picked up at midnight, person says no, ask to be picked up at 10.00, person says fine.
 * Commitment
 * Once a person makes a choice or takes a stand, they will encounter personal and interpersonal pressures to behave consistently with that commitment. Often, this appears logical to the outsider. IE longer stand in a line, more likely you are to stay in that line rather than move to a faster one
 * Foot-in-the-door technique- asking for a small favour in anticipation of the person being more influenced to providing larger favours in the future.
 * Low-balling technique- students asked to show up at 7, few agree. Students asked to show up at unknown time- all agree. Then told it is 7- all agree to come.
 * Hazing
 * Designed to increase perceived value of being part of a group
 * Groups with the harshest initiations often had the strongest group solidarity
 * Study- people applying to group with initiation rituals perceived the group as being interesting and important afterwards; people applying to join the same group without the ritual (correctly) perceived the group as being boring.