Compliance




  Compliance refers to the responding favorably to an implicit or explicit demand by others. Explicit in requests for donations or implicit as in advertising. Either way you're asked to respond in a desired way.



  Robert Cialdini studies have found what increases compliance; reciprocation, credibility, liking/friendship, scarcity and social validation.



  Based on the social norm "treat others as you would expect to be treated" when someone does us a favor, it creates an obligation to accept any reasonable request they might make, in return. We feel a motivation to reciprocate. If someone does something for you, you feel obligated to do something for them. Failing to respond leads to violation of our obligation to reciprocate and bears the risk of social sanction. Carlsmith and Gross say guilt arousal produces an increase in compliance.



   Because of social exchange theory, people are more likely to say yes to someone they know and like. Relationships are formed by using a cost-benefit analysis and comparison of alternatives. The principle used by salesmen all over the world. Liking is common within neighborhoods and neighbors buying and selling things from each other. When you feel you trust someone, you are more likely to buy what they are selling.



  The scarcity effect refers to the influence of perceived scarcity on the desirability of an object. People do not want to be left alone, without an object. Consumers infer value in a product with limited availability, or is promoted as scarce. The idea of  'Limited Edition'  is based on the principle of scarcity. In order to not feel left out, we are urged to buy.



  This relates to the economic principle of  'Supply and Demand',  scarcity and its influence on consumer proclivity to compete with one onother.



  Social validation in compliance, people are more willing to take a step if similar others take it. The need to fit in is strong. It makes us comply to be part of a majority.



  Social influence happens when thoughts, feelings and actions are affected by other people. Social influence has many forms, conformity, socialization, peer pressure, obedience, leadership and marketing.



  Herbert Kelman defines three kinds of social influence. Compliance, people agree with others, but keep dissenting opinions to themselves. Identification when people are influenced by someone liked and respected, a famous celebrity. Internalization when people agree publicly and privately, belief or behavior is accepted.





  Dutch and Gerard describe needs to conform to other's expectation. Our need to be right (informational social influence) and our need to be liked (normative social influence). Informational to accept information about reality. Informational, more likely when uncertain, because stimulus is ambiguous or because of social disagreement. Normative to comform with other's positive expectations. Kelman says normative leads to public compliance and informational leads to private acceptance.





Wikipedia