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PSYC342 > Powerpoint III: Compliance > Flashcards

Powerpoint III: Compliance Flashcards

1
Q

Cialdini’s 6 Compliance Principles

A

Liking
Reciprocity
Authority
Scarcity
Social Proof
Commitment & Consistency

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2
Q

Principle of Authority

A

The principle that people are more likely to comply with requests made by a person of prestige or high authority

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3
Q

How do people perceive information from authority figures?

A

They perceive the information as particularly accurate

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4
Q

Factors influencing authority and compliance

A
  • Professional status
  • Organizational affiliation
  • Clothing
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5
Q

Famous example of authority effects

A

Milgram obedience studies

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6
Q

Wilson (1968) - authority effects findings (height estimates x professor)

A

Estimates of height were 2.5 inches higher in the professor condition

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7
Q

Higham & Carmen (1992) - authority effects findings (heigh estimates x politician)

A

Estimates of politicians heights were higher after winning elections than before winning elections

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8
Q

Authority Effects x Advertising Campaigns

A

Stress expertise of manufacturer
- Stress amount of time business has made product
- Hire actors to portray authority figures (doctors & scientists)

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9
Q

Bickman (1974) Authority & Compliance Study: request for money in street clothes vs security guard uniform

A

Street clothes: 42% compliance
Security guard: 92% compliance

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10
Q

Authority & Compliance: J-Walker Study (Lefkowitz et al., 1955)

A

3.5x as many people followed a j-walker into traffic wearing a business suit than casual clothes

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11
Q

Authority & Compliance: Nurse Study
- What was examined?
- What were the results?

A

Study examined level of nurses’ compliance to a potentially dangerous request from an unknown doctor

95% compliance

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12
Q

Limitations to Authority Research

A
  • Not always clear if effects are compliance or obedience
  • Small number of studies
  • Processes are unclear
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13
Q

What is the difference between compliance and obedience?

A

Compliance: a change in behaviour elicited by direct requests
Obedience: changes in behaviour produced by the commands of an authority figure

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14
Q

Why are the processes used in authority research unclear?

A
  • Does not specify if the conditions under which compliance occurs are thoughtful or non-thoughtful
  • Does not distinguish between normative or influence
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15
Q

Normative influence

A

influence that produces conformity because a person feats negative social consequences of appearing deviant

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16
Q

Informational influence

A

influence that produces conformity because a person believes others are correct in their judgments

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17
Q

Principle of Social Proof

A

The principle that people determine what is correct by finding out what others think is correct

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18
Q

What is the main tenet of Fester’s (1954) social comparison theory?

A

People are motivated to evaluate themselves

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19
Q

What type of cues do people like to use to evaluate themselves?

A

Objective cues (if available)

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20
Q

If objective cues are unavailable, how do people evaluate themselves?

A

Engage in social comparison

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21
Q

Who do people prefer to compare themselves to when engaging in social comparison?

A

Similar others

22
Q

2 real world examples of social proof

A
  1. Salting tip jars (putting money in the tip jar)
  2. Car dealers target next-door neighbours of recent customers
  3. Advertisers provide testimonials and statements of popularity regarding products
23
Q

What is the difference between compliance and obedience?

A

Compliance: a change in behaviour elicited by direct requests
Obedience: changes in behaviour produced by the commands of an authority figure

24
Q

Social Proof x Compliance: Reingen (1982) studies using lists as social proof

Explain the results of both studies

A

Experiment 1: money donation
- Finding: people were 18% more likely to donate money when provided a list of names of previous donors

Experiment 2: blood donation
- Finding: people were 27% more likely to donate blood when provided a list of names of previous donors

25
Q

How does list size (as social proof) affect compliance?

A

Longer lists produce more compliance than short lists

26
Q

Social proof x compliance: lost wallet study (Horstein, Fisch, & Holmes, 1968)

A

Subjects: native speakers of american english
1/2 of participants found a lost wallet with a letter written in standard american english
1/2 of participants found a wallet with a letter written in broken english

Findings:
- People were more likely to comply in the standard american english condition (by 37%)

27
Q

What does the lost wallet study demonstrate about social proof?

A

Social proof of similar others particularly matters

28
Q

Limitations of social proof studies

A
  • not many social proof x compliance studies
  • underlying processes are unclear (thought conditions & type of influence)
29
Q

Principle of Scarcity

A

The principle principle that things are seen as more valuable if they are less readily available to us

30
Q

2 main types of scarcity

A
  1. Time
  2. Amount
31
Q

Reasons for scarcity effect

A
  1. Scarcity and value
  2. Scarcity and free choice
32
Q

How does free choice relate to scarcity?

A

when something is scarce, it is closing down our opportunities for free choice, and potentially taking away our self-control and autonomy (reactance theory)

33
Q

Scarcity X Compliance study: Imported beef (Knishinsky, 1982)

A
  • Offered purchases of beef to supermarket
    Control: normal sales pitch
    Scarcity condition: limited supply & info is not widely known

Finding: purchases were 6x higher in the scarcity condition

34
Q

Scarcity X Compliance - Worchel & Arnold finding about banned information

A

People want to obtain banned information more than information that has not been banned

35
Q

What is a way to manipulate scarcity other than limiting the amount or time?

A

Uniqueness of opportunity

36
Q

Scarcity X Compliance: Uniqueness of opportunity in a series of experiment 1 of 3 by Burger & Caldwell (2011)

A

Students contacted by phone to participate in study
control: no questions on eligibility
Common condition: told eligibility for study based on common characteristics
Uncommon condition: told eligibility for study based on uncommon characteristics

Findings: mean compliance was greater for the uncommon condition and significantly different from control and common condition
–> the opportunity to participate in this is unique

37
Q

Scarcity X Compliance: Uniqueness of opportunity in a series of experiment 2 of 3 by Burger & Caldwell (2011)

A

Students asked to participate in second study
Control: no mention of eligibility
Common condition: told score on eligibility test was common
Uncommon condition: told score on eligibility test was uncommon

Results
- Compliance highest in the uncommon condition

38
Q

Scarcity X Compliance: Uniqueness of opportunity in a series of experiment 3 of 3 (mugs) by Burger & Caldwell (2011)

A

Students who from the second study are given opportunity to buy a mug
Control: no mention of eligibility
Common condition: rigged “random draw” for eligibility to buy mugs with 1 in 2 chance
Uncommon condition: rigged “random draw” for eligibility to buy mugs with 1 in 6 chance

Results
- Uncommon compliance was significantly higher –> triple the base rate

39
Q

What is the traditional assumption of scarcity effects?

A

That scarcity effects are non-thoughtful use of a simple heuristic of “scarce is better”

40
Q

Which Scarcity x Compliance experiment challenged the traditional assumption of scarcity effects?

A

Brannon & Brock’s Taco Bell Study

41
Q

What did the Taco Bell Study challenge? What did they argue instead?

A

the notion that scarcity works as a result of low thought processes

argued that scarcity increases attention to information

42
Q

Describe the Taco Bell scarcity study

A

Purpose: examine scarcity compliance techniques in getting people to purchase cinnamon twists

Scarcity conditions:
High: special recipe for today
Low: special recipe for the year

Argument quality:
Strong: “great with mexican food”
Weak: “not really mexican food”

result:
- High scarcity/strong argument produced the greatest percentage of compliance

43
Q

What do the effects of the taco bell study suggest?

A

Suggest enhanced scrutiny of information is relevant to the request

44
Q

Does the pattern of finding fit well with the heuristic explanation? Why?

A

No

The heuristic view suggest that scarcity should enhance compliance regardless of the argument quality (which is not the case here)

45
Q

What are the levels of thoughtfulness that determine mechanism of scarcity & what model are they based on?

A

Moderate
Low
High

Based off the elaboration likelihood model

46
Q

How does moderate thoughtfulness function as a mechanism of scarcity?

A

Scarcity increases thinking (Brannon & Brock / Taco Bell view)

47
Q

How does low thoughtfulness function as a mechanism of scarcity?

A

Low thoughtfulness = low ability or motivation

Scarcity serves as a simple cue or heuristic (Cialdini view

48
Q

How does high thoughtfulness function as a mechanism of scarcity?

A

High thoughtfulness = high ability & motivation

Scarcity biases people’s thinking about the request, the reason something is scarce will matter and determine if bias is positive or negative

49
Q

Scarcity X Compliance: Describe Grant et al. (2013) study skills program

A

Participants receive information about a university study skills program

Thoughtfulness:
- Low thought: perform memory task
- High thought: no memory task

Scarcity:
High: program offered for one week
Low: program offered for the next two years

50
Q

What are the results and implications of Grant et al. (2013) scarcity study about a study skills program?

A

under low thought conditions, intentions to participate were significantly higher under high scarcity

Under high thought conditions, the high scarcity produced less compliance than low scarcity

implications
- low thought condition provides evidence for scarcity acting as non-thoughtful heuristic
- high though condition provides evidence that scarcity can influence behaviour via THOUGHTFUL means by biased the valence of thoughts
- high thought condition provides evidence that the reason something is scarce matters

51
Q

What might scarcity be confounded with?

A

Social proof

PSYC342 (4 decks)

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