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Conformity

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Alicia Wang

on 31 March 2013

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Transcript of Conformity

Conformity Door-in-the-face Experiment 2 Experiment 1 Type of persuasion technique - Compliance method Alicia Wang
Ariela Yap
Tess Teo Reciprocal Concession Results Alternative Explanation Real life applications Limitations
1) Face-to-face interaction

2) Interaction between same sex

3) Requests were prosocial in nature 1) Everyday experiences (personal compliance)
2) Donation (social compliance)
3) Advertising
To test if:
A person who follows a refused initial request with a smaller request would obtain more agreement to the smaller request

THAN

when only a smaller request is made Subjects:
72 individuals walking alone along the university walkways during the day

Design:
Between-subjects design Hypothesis Method Procedure County Youth Counseling Program

Experimenter made request based on the condition that the subject was assigned to:
1. Rejection-moderation condition
2. Exposure control
3. Smaller request only control Prediction 1. Subjects in the rejection-moderation condition would comply with the smaller request more than those in the two control conditions


2. Amount of compliance to the smaller request would not differ between the two control groups. Rejection-moderation condition

Exposure control

Smaller request only control Treatment % Compliance 50.0

25.0

16.7 n for each condition = 24 with smaller request Crucial to inducing compliance Initial request must be rejected by subject



The subject must perceive that requester has conceded in some way



Thus, size of 2nd request must be smaller than that of the 1st
Experiment Hypothesis
To test if:
A person who follows a refused initial request with a smaller request would obtain more agreement to the smaller request

THAN

when only a smaller request is made Method Subjects:
58 males walking alone along the university walkways during the day


Design:
Between-subjects design Procedure Prediction 1. Subjects in the rejection-moderation condition would comply with the smaller request more than those in the two control conditions


2. Amount of compliance to the smaller request would not differ between the two control groups. (Exp I) Results (Exp 2) Treatment % Compliance Rejection-moderation condition

Two requester control

Smaller request only control with smaller request 55.5

10.5

31.5 n for rejection-moderation condition = 20; n for both control conditions = 19 Research by Victor Antonio (President of Global Sales and Marketing for a $420M company), wrote article on "Sales and Persuasion" Compliance was due to requester's persistence Performed experiment 3 to test the importance of persistence

Change: Initial request was made equivalent in size to the
critical request.
Results: Amount of compliance was same as smaller request
only control
Conclusion: Not the case of a persistent requester that induces
compliance County Youth Counseling Program

Experimenter made request based on the condition that the subject was assigned to:
1. Smaller request only control
2. Rejection-moderation condition
3. Two requester control To test the importance of concession:
Subject must perceive the smaller request which followed the extreme request as a concession by the requester Conditions
Rejection
- Original request must be rejected by target person

Reciprocal concession
"You should give benefits to those who give you benefits"
"you should make a concession to those who make concession to you"

Contrast effect
- second favor must be unambiguously smaller than that of the first Criteria: Large Request: "... requires 2 hours of your time per week for a minimum of 2 years"
Small request: "... require about 2 hours of one afternoon or evening." Rejection Moderation Exposure Control Smaller request only Rejection Perceived
Concession Contrast
Effect Large Request: "... requires 2 hours of your time per week for a minimum of 2 years"
Small request: "... require about 2 hours of one afternoon or evening."
2nd Requester: "... couldn't help overhearing... require about 2 hours of one afternoon or evening" Rejection Moderation 2 Requesters Control Smaller request only Rejection Perceived
Concession Contrast
Effect Conditions Experiment
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