Social Influence Principles
The automaticity principle
 The commitment and consistency principle
 The reciprocity principle
 The scarcity principle
 The social validation principle
 The liking principle
 The authority principle

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TM 10-1
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TM 10-2
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TM 10-3
Proportion of people complying with
target request
0.94
0.93
small request
large request
0.6
0.42
0.24
No information
0.24
Placebic
information
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Real information
TM 10-4
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TM 10-5
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TM 10-6
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TM 10-7
Proportion of people complying with
target request
0.76
similar issue
dissimilar issue
0.48
0.48 0.47
0.170.17
Similar task
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Dissimilar
task
Control
TM 10-8
The low-ball technique
0.8
0.7
0.7
0.6
0.56
0.53
0.31
0.24
0.2
0.1
Low-ball
Control
Experiment 1
Low-ball Foot-in-the-door Control
Experiment 2
verbal compliance
behavioral compliance
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TM 10-9
The low-ball technique
1
0.81
initial selection
final selection
0.61
0.42
0.31 0.31
Experiment 3
Low-ball
High Volition
Low-ball
Low Volition
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Control
TM 10-10
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TM 10-11
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TM 10-13
The door in the face technique
0.56
0.5
0.32
0.25
0.17
0.11
Door in the Exposure Target
Face
Control Request
Only Control
Experiment 1
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Door in the
Two
TargetFace
Requester Request
Control Only Control
Experiment 2
TM 10-14
The door-in-the-face technique
0.54
0.33
Door in the
Face
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Equivalent
Request
Control
0.33
Target
Control
Experiment 3
TM 10-15
Foot in the door versus door in the face:
When is each effective?
0.9
0.78
No delay
Delay
0.7
0.5 0.5
0.29
Foot in the
door
Low-ball
High Volition
Door in the
face
Low-ball
Low Volition
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Control
Experiment 3
Control
TM 10-16
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TM 10-21
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TM 10-22
Product Desirability
6.4
5.5
Change from
abundant to
scarce
4.8
3.4
2.5
2
Accident
Demand
Change from
scarce to
abundant
No change
Reason for change
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TM 10-23
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TM 10-24
Social
Validation...
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Liking
1. Physical Attractiveness
2. Similarity
3. Impression Management
a. Ingratiation
b. Indirect Association
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TM 10-32
The Liking
Principle
Similarity...
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TM 10-33
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TM 10-35
Authority
Milgram (1963)
Slight Shock
Moderate Shock
Strong Shock
Very Strong Shock
Intense Shock
Extreme Intensity Shock
Danger: Severe Shock
XXX
Maximum (450 volts)
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0
0
0
0
12.5
20.0
2.5
65.0
TM 10-36
The authority principle…How far would
you go?
100
100
100
100
87
80
77.5
Proportion
of people
pressing
each
button
65
Slight
shock
Moderate
shock
Strong
shock
Very
Strong
shock
Intense
shock
Extreme
intensity
shock
Danger
severe
shock
Maximum
(450
volts)
Button Labels
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TM 10-37
Authority
The Milgram obedience experiment has been
replicated in:
Germany
Holland
Spain
Italy
Australia
Jordan
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TM 10-38
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TM 10-39
Summary
Weapons of Influence:
1. Commitment and consistency
a. The foot-in-the-door effect
b. The low ball effect
2. Reciprocity
a. The door-in-the-face effect
b. The that’s-not-all effect
3. Social Validation
4. Scarcity
5. Liking
6. Authority
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TM 10-40