On Implementing the Door-in-the-Face Compliance Technique in a Business Context

Marketing researchers recently have begun to investigate compliance-gaining tactics that influence behavior directly (Tybout 1978), bypassing the cognitive or attitudinal change proposed as necessary in the persuasive approach to behavioral change (Bass, Pessemier, and Lehmann 1972; Ginter 1974; Sheth and Talarzyk 1972). The behavioral influence strategy receiving the greatest attention in the marketing literature is labeled the "foot-in-the-door" (foot) technique. In using this compliance-gaining tactic, a requester first makes a request so small that nearly anyone would comply, in effect getting a "foot in the door." After compliance with the first request occurs, a second, larger request is made—actually the one desired from the outset. In comparison with control conditions in which only the larger request is tendered, the foot technique has been shown to increase compliance reUably in a number of nonbusiness and business settings (Cann, Sherman, and Elkes 1975; Freedman and Fraser 1966; Reingen and Keman 1977; Scott 1976; Tybout 1978). A second behavioral induction technique has been labeled "even a penny will help" (Cialdini and Schroeder 1976). In this approach a standard request for a donation is followed with the phrase, "even