CH5665 SEMINAR COMPLIANCE TACTICS

Shivani Patel CH10B101 IIT-Madras.

Seminar 2 13.03.2014

WHAT IS COMPLIANCE?
Compliance refers to a particular kind of response acquiescenceto a particular kind of communication request. People influence each other by asking them to do something. Compliance is performing an act at another persons request or doing what we are asked to do, even though we might not prefer to. The distinguishing feature of compliance is that it involves responding to a request from another individual or group.

COMPLIANCE TACTICS

Compliance tactics are the methods used to induce increased levels of compliance for any request. There are four broad categories into which compliance tactics are divided by social sciences:
1. 2. 3. 4.

Ingratiation Norm of Reciprocity Multiple Request tactics / Sequential tactics Non- sequential tactics

INGRATIATION
Ingratiation is behaving in ways to make one-self likable to others. Ingratiation that is transparent can backfire, leading to the ingratiators dilemma: the more obvious it is that an ingratiator will profit by impressing the target person, the less likely it is that the tactic will succeed

Giving sincere compliments One study found that waitresses could increase their tips simply by praising the food choices of customers as they ordered (Seiter, 2007). Dropping names

NORM OF RECIPROCITY

Principle: We should treat others the way they treat us.

People would comply more often if they had previously received a favour. (Judith Regan, 1971) Guilt arousal

Common examples:

Charities Donation groups Salespeople distribute free goodies Parking spots in Portugal Street lights car windshield washes

Norm of reciprocity is so powerful that it works even when (Cialdini, 2007) :

The gift is uninvited The gift comes from a person one dislikes The gift results in an uneven exchange.

MULTIPLE REQUEST TACTICS

These are the three classic techniques used to induce compliance. Other common techniques are:
Thats-not-all : Cake sale Two-feet-in-the-door : Dating

NON-SEQUENTIAL TACTICS

A teenage boy, Mark, who is a high school student, has been getting poor grades. His father wants him to increase the amount of time he spends studying from 6 to 12 hours a week. Rewarding Activity:
Promise Pre-giving

1.

2.

Punishing Activity:
Threat Aversive Stimulation

3. 4.

Expertise / Authority Activation of Commitment / Debt

REFERENCES
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Essentials of Social Psychology, 1st Edition; Michael A. Hogg, Graham M. Vaughan; Pearson Education Limited 2010. Burger J.M. (1999); The foot-in-the-door Compliance Procedure: A Multiple Process Analysis and Review. Robert B. Cialdini and Noah J. Goldstein (2004); Social Influence: Compliance and Conformity. Social Psychology; Taylor, Peplau and Sears. Psychology Applied to Modern Life; Weiten, Dunn and Hammer.