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11.2 COMPLIANCE : TO ASK-SOMETIMES-IS TO
RECEIVE :
In a situation when you wanted someone to do something for
you, you start thinking about the tricks which you can use to get
your things done. Social psychologists have put efforts to
understand this process, the most frequent form of social influence.
A well-known social psychologist (Robert Cialdini) termed
Compliance Professionals- people whose success (financial or
otherwise) depends on their ability to get others to say “yes”. These
people include salespeople, advertisers, political lobbyists, fund-
raisers, etc.
Basic Principles underlie many techniques professional use
for gaining compliance :
1. Friendship/Liking: We are more willing to comply with
requests from friends or from people we like than with
requests from strangers or people we do not like.
2. Commitment/Consistency: Once we commit our self to a
position or an action, we are more willing to say or do things
that fit with committed position in various ways. e.g., if in
past, we express our opinion to some specific issue in a
official meeting, then we are more inclined to think and act in
favour of the opinion expressed in meeting.
3. Scarcity: It is tendency to value, to feel worthy about and to
secure, opportunities that are scarce or decreasing.
4. Reciprocity: We are generally more willing to comply with a
request from someone who has previously provided a favour
or concession to us than to someone who has not.
5. Social Validation: A tendency to comply with a request for
some action if this action is consistent with what we believe
persons similar to ourselves are doing (or thinking). We want
to be correct, and one way to do so is to act and think like
others.
6. Authority: We are usually more willing to comply with
requests from someone who authority or simply looks like
one.
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