Week 3 Flashcards
What is “compliance”?
Change in behavior in response to a request.
What is the first active social influence?
Compliance
Why is studying “liking” challenging?
It is hard to define what “liking” really is.
What is “reciprocity”?
The social norm of responding to a positive action with another positive action.
What are the key principles that influence compliance?
Reciprocity, Commitment/Consistency, Social Proof, Liking, Authority, Scarcity.
What does the principle of liking state?
People are more likely to comply with requests from people they like.
How does physical attractiveness affect compliance?
People tend to like and comply more with attractive individuals, even if they don’t give the best service.
What is the “Horn effect”?
A cognitive bias where people form a negative impression based on one negative trait.
What is the “Halo effect”?
A cognitive bias where people form a positive impression based on one trait, like attractiveness.
How does similarity affect compliance?
People are more likely to comply with those who are similar to them in beliefs, personality, or appearance.
What was the result of Burger Studies #2?
Confederates with the same name as the participant received more donations
What did the Burger Studies #1 show about similarity?
Participants were more likely to comply when a confederate shared their birthday
What did the Burger Studies #3 reveal?
The rarer the similarity (e.g., rare fingerprint type), the higher the compliance due to increased liking.
What is “mere exposure”?
Repeated exposure to an object or person increases familiarity and likability.
How does familiarity affect compliance?
Being exposed to someone more often increases compliance due to increased liking.
What is the effect of compliments on compliance?
Compliments increase liking and can increase compliance, even if the praise is inaccurate.
What did Compliments Experiment #1 find?
Compliments increased compliance compared to neutral statements
What did Compliments Experiment #2 reveal?
Compliments increased compliance, but insults didn’t decrease compliance compared to control.
What is reciprocity?
The practice of exchanging things for mutual benefit, often based on universal norms, moral ideologies, and the idea of balance.
How does the Just World Fallacy relate to reciprocity?
It is the belief that people get what they deserve, e.g., “California is burning, the rich people deserve it.”
Why do free product samples increase sales?
Because people feel obligated to reciprocate by purchasing the product.
What was the Cola Study about?
It examined how reciprocity affects compliance when buying raffle tickets.
What were the key manipulations in the Cola study?
Reciprocity manipulation (confederate gave a Coke vs. no favor) and likeability manipulation (confederate was rude vs. polite).
What was the main finding in the Cola study?
People who received a Coke bought more raffle tickets, regardless of whether they liked the confederate.
What was tested in the towel reuse study?
How different messaging strategies influenced towel reuse in hotels.
What were the three conditions in the towel reuse study?
- Standard environmental message
- Incentive-by-proxy (indirect personal benefit)
- Reciprocity-by-proxy (feeling obligated to return a favour)
What was the result in the towel reuse study?
The reciprocity-by-proxy message led to significantly higher towel reuse.
What is the Door-in-the-Face technique?
A persuasion strategy where a large, unreasonable request is made first (to be rejected), followed by a smaller, more reasonable request.
Why does DITF work?
Because the smaller request seems more acceptable by comparison, triggering compliance.
What is Perceptual Contrast?
People perceive an option as more reasonable when compared to an extreme first option.
How does Anchoring Bias work?
The first number or offer acts as an anchor that influences decision-making.
How does Perceptual Contrast explain DITF?
The large initial request acts as an anchor, making the smaller request seem much more reasonable.
Name three factors that reduce DITF effectiveness.
Delay between requests
Different requesters
First request is too extreme
Why does a delay between requests weaken DITF?
The first request no longer feels relevant, so the second request is not seen as a concession.
Why does using different requesters weaken DITF?
The second request doesn’t feel like a genuine concession, reducing the obligation to reciprocate.
What happens if the first request is absurdly extreme?
People may feel manipulated and resist complying.
How does TNA differ from DITF?
In DITF, the persuader waits for rejection before making a smaller request. In TNA, they improve the deal before the person can respond.
What is the That’s-Not-All (TNA) technique?
A persuasion strategy where an initial offer is presented, and before the person decides, an extra benefit or discount is added.
What were the two conditions in Burger’s cupcake study?
Control: Cupcake offered for $0.75
TNA: Cupcake initially offered for $1, then reduced to $0.75 or bundled with a free cookie
What was the result of the cupcake study?
More people purchased the cupcake in the TNA condition, even though the final price was the same.
How does the Slap Chop add use the TNA technique?
The host offers a free Graty cheese grater if viewers “call now!”
What norms does the Slap Chop ad appeal to?
Descriptive norms (“It’s easy to use!”)
Injunctive norms (“You should want to be healthy!”)
Cultural norms (“Make America skinny again!”)
