compliance ppt -3-19-16

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Social Psychology of Compliance featuring the ideas of Robert Cialdini:

Social Psychology of Compliance featuring the ideas of Robert Cialdini Numerous publications on Social Influence.

Consider the following example of non-compliance: :

Consider the following example of non -compliance: Why doesn’t Jack get his toast?

Slide3:

Five Easy pieces diner clip

Compliance Strategies:

Compliance Strategies How can one influence others at the most basic level? What are the “decision-triggers” that “short-circuit” resistance? Can be effected at broad societal level: Mass Media or individual / interactional level Those whose job it is to move people to comply: “Compliance Practitioners”

Compliance Principles:

Compliance Principles Reciprocity Social Validation Commitment & Consistency Attraction Scarcity Authority

1. Reciprocity:

1. Reciprocity Rule: More apt to comply with those who’ve done us a favor. Obligation Indebtedness Payback evolutionary advantage Function: generous without fear of loss establish relationships based on mutuality and sharing

Reciprocity:

Reciprocity Examples? “free sample”

Reciprocity:

Reciprocity Examples? “free sample” unsolicited gift (not necessarily desired) Easter Seals

Reciprocity:

Reciprocity Examples? “free sample” unsolicited gift (not necessarily desired) Easter Seals Disabled American Veterans

Reciprocity:

Reciprocity Examples? “free sample” unsolicited gift (not necessarily desired) Easter Seals Disabled American Veterans just letter request = 18%

Reciprocity:

Reciprocity Examples? “free sample” unsolicited gift (not necessarily desired) Easter Seals Disabled American Veterans just letter request = 18% letter with gift = ?

Reciprocity:

Reciprocity Examples? “free sample” unsolicited gift (not necessarily desired) Easter Seals Disabled American Veterans just letter request = 18% letter with gift = 35%

Reciprocity:

Reciprocity Examples? “political capital” “free sample” unsolicited gift (not necessarily desired) Lyndon Baines Johnson Easter Seals Disabled American Veterans 18 / 35

Slide16:

Sirius - I want a Divorce ad

Reciprocity:

Reciprocity reciprocal concession “door-in-face” research study: Request: Chaperone delinquent kids to zoo one Saturday. 17% Initial Request: Involved for 2 hours every Saturday for 2 years in delinquent kids’ recreational program. 50% Why does this work? extreme request, followed by modest one

2. Social Validation:

2. Social Validation

Social Validation:

Social Validation Rule: more willing to comply if it is similar with what others are doing. Faced with need to act, we look to others for cues about what to do.

Slide20:

diamond necklace ad

Social Validation:

Social Validation bartender’s tip jar

Social Validation:

Social Validation product marketing “fastest selling” “most popular”

3. Commitment & Consistency:

3. Commitment & Consistency Rule: after committing to position, more willing to comply with requests consistent with position Example: toy manufacturers’ plight

Commitment & Consistency:

Commitment & Consistency “foot-in-door” small request, followed by larger one foot-in-door explained

Commitment & Consistency:

Commitment & Consistency Manipulative Sales Tactics “bait-and-switch” fake sales

Slide26:

fake sales

Commitment & Consistency:

Commitment & Consistency Manipulative Sales Tactics playing on existing commitments life insurance sales television commercials – e.g., Valentine’s Day “How you feeling?”

Practitioners will get us to like them.:

Practitioners will get us to like them. Rule: more willing to comply with those we have positive feelings toward. Ingratiation Compliments “Art of Praise” How gullible are we? Flattery works! 4. Attraction .

Slide29:

AMA ad

Slide30:

Similarity background, tastes, beliefs, dress first thing salespeople do “mirroring”

Slide31:

mirroring

Liking:

Liking physical attractiveness better liked win elections better jobs more $

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Lookism

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Product Marketing

Slide35:

Product Marketing Panasonic ad

Slide36:

Lincoln ad Product Marketing

Slide37:

Product Marketing Lavitra ad

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Which technique does this ad illustrate? Verizon

Slide39:

Verizon ad

5. Scarcity:

5. Scarcity Compliance is proportional to scarcity. Psychological Reactance Rule: more apt to want those things that are scarce or become scarcer. “limited number” “deadline” “…can’t come back…” fear of “missing out”

Slide41:

scarcity clip

Slide42:

Not only to that which we want, but to that which we have and fear losing ... Compliance is proportional to scarcity:

Slide43:

Nationwide ad

6. Authority:

6. Authority Rule: more apt to comply with request from one thought to be an authority. title appearance real or symbolic classic experiment Stanley Milgram

Slide45:

Catch Me If You Can Frank Abagnale

Slide46:

substitute teacher clip

Authority:

Authority incredible power in everyday life command of professors hoaxes at fast-food places

Slide48:

Authority Hoax

Slide49:

Reciprocity Social Validation Commitment & Consistency Attraction Scarcity Authority Compliance Principles Which compliance principles are used by the con man in this movie clip?

Slide50:

House of Games clip

Slide51:

Reciprocity Social Validation Commitment & Consistency Attraction Scarcity Authority Compliance Principles

Slide52:

Defense? How can we keep from falling prey to compliance practitioners?

Slide53:

End

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