In-Depth Notes on Persuasion Techniques

Chapter 10: Persuasion

Pregiving

• Why It Works

  • Liking Explanation: Persuades view those who give as kind.
  • Physical Attraction: Favors enhance perceived attractiveness, increasing persuasiveness.
  • Gratitude Explanation: Receiving something instills gratitude, motivating reciprocation.
  • Norm of Reciprocity: Obligation to return favors arises naturally.
  • Impression Management: Repaying favors helps avoid being seen as ungrateful.
  • Internalized Social Norm: Repaying makes one feel good about themselves.

• Why It May Not Work

  • Perceived Ulterior Motives: Favors perceived as manipulative reduce compliance.
  • Cultural/Individual Differences: Responses to reciprocity vary among individuals.
  • Overuse/Familiarity: Frequent exposure to pregiving tactics can lead to resistance.
  • Lack of Relevance/Connection: If gifts are irrelevant, persuasive power diminishes.

Foot-in-the-Door Tactic

• Definition: Involves making a small request, then following with a larger one.

• How It Works (or Doesn’t)

  1. Initial request should be appropriately sized — not too large or small.
  2. Most effective for prosocial causes.
  3. Ineffective if persuadee is offered external incentives for the first request.
  4. Same person not required for both requests.
  5. Positive labeling increases vulnerability; negative labeling can lead to compliance to restore self-esteem.
  6. High need for consistency increases susceptibility.
  7. Individuals with clear self-concept are more vulnerable.

Foot-in-the-Mouth Technique

• Definition: Ask how someone feels, acknowledge their positive feelings, then request compliance.

Door-in-the-Face Technique

• Mechanisms:

  1. Perceptual Contrast: Second request seems smaller by comparison.
  2. Self-presentation: Denial of first request may lead to negative self-perception, prompting compliance with the second.
  3. Reciprocal Concessions: As persuader concedes, persuadee feels compelled to reciprocate.
  4. Guilt-based Account: Compliance driven by avoidance of guilt from rejecting the first request.
  5. Social Responsibility: Compliance feels socially responsible towards deserving individuals.

• Effectiveness Conditions:

  1. The first request must be large enough to be easily rejected but believable.
  2. Effective for prosocial causes and when seeking verbal not behavioral compliance.
  3. The second request should be made immediately after the first.
  4. Same person must make both requests.

That's-Not-All Tactic

• Explanations for Effectiveness:
  1. Norm of Reciprocity: Encourages compliance.
  2. Contrast Effect: Makes the subsequent offer appear better.
  3. Caution: Initial offer shouldn’t be excessively large, or the tactic may backfire.
  4. Value-Discounting Effect: Free items are perceived as less valuable and thus less compelling.

Lowball Tactic

• Mechanism:
  1. Post-agreement commitment leads to a sense of obligation.
  2. Once agreement happens, strengthen compliance with a second request.

Bait-and-Switch Tactic

• Components:
  1. Initial Attractive Offer: Lures target with an enticing deal.
  2. Unavailability/Substitution: Reveal that the initial offer is unavailable.
  3. Switch: Present a less favorable alternative, often due to psychological commitment.

Disrupt-Then-Reframe Tactic

• Steps:
  1. Introduce unexpected elements to disrupt thinking.
  2. Follow with a positively framed request.
  3. Effectiveness due to increased attention post-disruption.

Legitimizing Paltry Contributions

• Core Idea: Phrases like “Even a small amount helps” lower barriers to giving.
• Benefits:
  • Addresses objections about minimal contributions.
  • Triggers compliance as people feel capable of contributing.
  • Often leads to larger contributions than initially expected.

Fear-Then-Relief Procedure

• Mechanism:
  1. Introduce fear/anxiety followed by rapid relief.
  2. Creates cognitive vulnerability — increased likelihood of complying with subsequent requests.

Happiness-Then-Disappointment Procedure

• Mechanism:
  1. Induce positive emotions, then follow with mild disappointment.
  2. Emotional shifts can disorient and make one more suggestible.

Dump and Chase Technique

• Process:
  1. Initial request is met with rejection.
  2. The persuader continues engaging through follow-up questions.
  3. This persistent engagement can lead to compliance as resistance is worn down.

Value Discounting Effect

• Definition: The target downplays the offer's value in reaction to pressure, skepticism, or autonomy threat.
• Consequences: Undermines the persuasive message; indicates a need to reframe or adjust the approach to avoid backlash.