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Techniques of Social Influence TECHNIQUES OF SOCIAL INFLUENCE Every day we are asked to fulfil others’ requests, and we make regular requests of others too, seeking compliance with our desires, commands and suggestions. This accessible text provides a uniquely in-depth overview of the different social influence techniques people use in order to improve the chances of their requests being fulfilled. It both describes each of the techniques in question and explores the research behind them, considering questions such as: How do we know that they work? Under what conditions are they more or less likely to be effective? How might individuals successfully resist attempts by others to influence them? The book groups social influence techniques according to a common charac- teristic: for instance, early chapters describe “sequential” techniques, and techniques involving egotistic mechanisms, such as using the name of one’s interlocutor. Later chapters present techniques based on gestures and facial movements, and others based on the use of specific words, re-examining on the way whether “please” really is a magic word. In every case, author Dariusz Dolinski discusses the existing experimental studies exploring their effectiveness, and how that effectiveness is enhanced or reduced under certain conditions. The book draws on historical material as well as the most up-to-date research, and unpicks the methodological and theoretical controversies involved. The ideal introduction for psychology graduates and undergraduates studying social influence and persuasion, Techniques of Social Influence will also appeal to scholars and students in neighbouring disciplines, as well as interested marketing professionals and practitioners in related fields. Dariusz Dolinski is Professor at the University of Social Sciences and Humanities, Wrocław Faculty in Poland, editor of the Polish Psychological Bulletin, president of the Polish Association of Social Psychology and past president of the Committee for Psychology of the Polish Academy of Sciences. TECHNIQUES OF SOCIAL INFLUENCE The psychology of gaining compliance Dariusz Dolinski First published 2016 by Routledge 27First Church published Road, 2016 Hove, East Sussex BN3 2FA by Routledge 27and Church by Routledge Road, Hove, East Sussex BN3 2FA 711 Third Avenue, New York, NY 10017 and by Routledge 711Routledge Third is Avenue, an imprint New of York,the Taylor NY & 10017 Francis Group, an informa business Routledge© 2016 Dariusz is an imprint Dolinski of the Taylor & Francis Group, an informa business ©The 2016 right Dariusz of Dariusz Dolinski Dolinski to be identified as the author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright,The right of Designs Dariusz and Dolinski Patents to Act be 1988.identified as the author of this work has been asserted by him in accordance with sections 77 and 78 of the Copyright,All rights reserved. Designs Noand part Patents of this Act book 1988. may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means,AllThe rights Open now reserved. Access known version No or hereafterpart of of this this invented, book, book available may including be atreprinted www.taylorfrancis.com, photocopying or reproduced and recording,orhas utilised been made orin anyin available any form information or under by any a Creativestorageelectronic, or Commons retrievalmechanical, system,Attribution-Non or otherwithout permissionmeans,Commercial-No now in known writing Derivatives or fromhereafter the 4.0 publishers. invented, license. including photocopying and recording, or in any information storage or retrieval system, without permissionTrademark notice: in writing Product from or thecorporate publishers. names may be trademarks or registered trademarks, and are used only for identification and explanationTrademark notice: without Product intent or tocorporate infringe. names may be trademarks or registered trademarks, and are used only for identification and explanationBritish Library without Cataloguing intent in to Publication infringe. Data A catalogue record for this book is available from the British Library British Library Cataloguing in Publication Data ALibrary catalogue of Congress record Cataloging for this book in Publication is available Data from the British Library Dolinski, Dariusz. TechniquesLibrary of Congress of social Cataloging influence in : Publicationthe psychology Data of gaining compliance / DariuszDolinski, Dolinski. Dariusz. — 1st Edition. pagesTechniques cm of social influence : the psychology of gaining compliance / IncludesDariusz Dolinski.bibliographical — 1st referencesEdition. and index. 1.pages Social cm influence. I. Title. HM1176.D65Includes bibliographical 2015 references and index. 3021. Social′.13—dc23 influence. I. Title. 2015004167HM1176.D65 2015 302′.13—dc23 ISBN:2015004167 978-1-138-81517-9 (hbk) ISBN: 978-1-138-81519-3 (pbk) ISBN: 978-1-315-74687-6978-1-138-81517-9 (ebk)(hbk) ISBN: 978-1-138-81519-3 (pbk) TypesetISBN: 978-1-315-74687-6 in Bembo (ebk) by Swales & Willis Ltd, Exeter, Devon, UK Typeset in Bembo by Swales & Willis Ltd, Exeter, Devon, UK CONTENTS List of illustrations vii 1 Introduction 1 2 Sequential techniques of social influence 8 Foot-in-the-door 8 Four walls and repeating “yes” 22 Door-in-the-face 25 Foot-in-the-face 32 Dump-and-chase 37 Low ball 39 Summary 44 3 Techniques involving egotistic and self-presentation mechanisms 46 Using the name of one’s interlocutor 47 Incidental similarity 54 Induction of hypocrisy 58 A witness to an interaction 61 Summary 63 4 The role of wording the request 65 “Please” – is it always the magic word? 65 Even a penny will help 68 But you are free! 71 Labelling and asking questions 74 How are you feeling? 80 vi Contents Dialogue involvement 87 The power of imagination 93 Summary 97 5 Interaction dynamics and the surprise factor 99 That’s not all 100 Disruption-then-reframe 107 The pique technique – requesting in an unusual manner 115 Gaze 118 Touch 123 Summary 131 6 Techniques of social influence using mood and emotion 133 Physiological arousal 134 The role of positive and negative mood 136 Fear and anxiety 142 The feeling of guilt and shame 145 Embarrassment 150 Emotional see-saw 152 Summary 157 7 A few more issues and final remarks 159 Academic researchers vs practitioners of social influence 159 Catalysts of social influence 163 Unethical social influence 165 How to study social influence techniques. A short guide for students and novice researchers 165 References 169 Index 185 ILLUSTRATIONS Figures 3.1 Mean amount of money donated in Burger et al. (2004) experiment 56 3.2 Percentage agreeing to the request in Burger et al. (2004) experiment 58 5.1 Eye (left) and control (right) images in situ in the supermarket 122 5.2 Percentage of compliance with the request to mail a letter in each of the experimental conditions. N = 40 in each condition. F-F: Female asking female; F-M: Female asking male; M-F: Male asking female; M-M: Male asking male 130 6.1 Fear exposure and weight loss 144 7.1 A, X, B – experimenters 167 Tables 2.1 Percentage of subjects complying with the large request in Freedman and Fraser (1966) experiment 11 2.2 Percentage of compliance with the large request in Cialdini, Trost and Newsom (1995) experiment 21 2.3 Percentage of subjects complying with the smaller request in Cialdini et al. (1975) experiment 26 2.4 Decision tree of people who agreed to fulfil the second request in each condition in Dolinski (2011) experiment 36 2.5 Percentages of subjects complying with initial and second requests in Burger and Petty (1981) experiment 43 4.1 Frequencies of participants who complied with the request for money in Gueguen et al. (2013) experiment 72 viii Contents 4.2 Compliance by group in Aune and Basil (1994) experiment 86 4.3 Proportion of persons complying with the experimenter’s requests, average amount of donation (in parentheses), and average duration of the interaction (in seconds) in each condition in Dolinski, Nawrat and Rudak (2001) experiment 89 4.4 Percentage of persons complying with the experimenter’s request to devote 15 minutes of their time to answer questions about the local press in Dolinski, Nawrat and Rudak (2001) experiment 92 5.1 Percentage of targets who complied in each condition in Davis and Knowles (1999) experiments 111 5.2 Money given and compliance percentage in Burger et al. (2007) experiment 117 6.1 Means of the transformed compliance measure as a function of embarrassment and person making the request in Apsler (1975) experiment 152 6.2 Percentage of subjects who complied with a request in Dolinski and Nawrat (1998) experiment 153 6.3 Percentage of people who offered money, mean amounts of money given, and a tendency to seek additional information under each condition in Dolinski and Nawrat (1998) experiment 155 1 INTRODUCTION As a rule, the introduction is where the author explains to the reader what the book is about. Before I do that, however, I will take the liberty of a brief digression of a personal nature. Whenever I’m at some sort of gathering and find I am acquainted only with the host, my interactions with other guests go off “without a hitch”. I’m not a particularly shy person, so it’s rather easy for me to get to know others and to talk to them about more or less serious subjects. Problems begin when they ask me what I do for a living. My answer – that I am a psychologist – provokes a feeling of unease in my interlocutors. “So you must be observing us and analyzing,” I hear. “What do you think about us?” My answer, that I’m not observing or analyzing anybody but, just like everybody else, having a beer, chatting about Almodóvar’s latest film, Kundera’s books, recent sports events or political happenings, isn’t taken at face value by others. It gets worse when the conversation turns to questions like “So what is it you do exactly? Do you put people through psycho- therapy, or devise intelligence tests?” I respond that I’m not a therapist and that I’ve never created any intelligence test, and nothing would indicate that I ever will.
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