PERSUASION SOCIAL INFLUENCE COMPLIANCE GAINING Robert H Gass
PERSUASION SOCIAL INFLUENCE & COMPLIANCE GAINING Robert H. Gass & John S. Seiter
Chapter 10 Compliance Gaining
COMPLIANCE GAINING ▪ Compliance gaining is a sub -set of persuasion. – Compliance gaining is intentional. – The focus is on behavioral conformity. – Studies concentrate on interpersonal influence (one-on-one). – Studies emphasize strategy selection and strategy effectiveness. Motorists fail to comply with no texting and driving laws (shutter_o/Shutterstock. com)
MARWELL & SCHMITT’S APPROACH 5 basic types of strategies – Rewarding activity – Punishing activity – Expertise – Activation of impersonal commitments – Activation of personal commitments
16 STRATEGIES FOR GAINING COMPLIANCE ▪ Promise of reward ▪ Moral obligation ▪ Threat of punishment ▪ Positive esteem ▪ Positive expertise ▪ Negative esteem ▪ Negative expertise ▪ Positive altercasting ▪ Promoting liking ▪ Negative altercasting ▪ Norm of reciprocity ▪ Altruism ▪ Punishment ▪ Positive admiration ▪ Creating indebtedness ▪ Negative admiration
7 SITUATIONAL/RELATIONAL FACTORS ▪ Dominance; the level of power, control, or status ▪ Intimacy; the degree of closeness ▪ Resistance; anticipation of noncompliance ▪ Personal benefits; Prostockstudio/Shutterstock. com self-benefit vs other benefit ▪ Rights; invocation or rights, obligations, enforcement of rules ▪ Relational consequences; repercussions for noncompliance ▪ Apprehension; perceived stress, tension, anxiety, pontetial for conflict escalation
STRATEGIES FOR RESISTING COMPLIANCE Ways of resisting compliance – Non-negotiation: “No, I’m not going to shoplift anything for you. ” – Identity management: “Who do you take me for? I would never engage in shoplifting. ” – Justifying: “Pilfering violates company policy and I could get fired. ” – Negotiation: “I won’t shoplift, but I will loan you the money to buy it. ” S Robert Kneschke/Shutterstock. com
STRANGERS VS INTIMATES Long term relationship Short term relationship Interpersonal setting You want a good friend to sign up for a yoga class with you You want a classmate to explain what you missed during an absence Noninterpersonal setting You want the city to repair potholes and fix cracked sidewalks regularly You want a car rental agent to give you a discount on a car
COUPLE TYPES Traditionals – Highly interdependent, do things together – engage in conflict over salient issues Independents – Value relationship and personal autonomy – Hold nontraditional beliefs about gender roles – engage in some conflict over major and minor issues Separates – Not interdependent – Avoid interaction, especially conflict
POWER ▪ Reward power – Based on the ability to confer benefits ▪ Coercive power – Based on the ability to inflict punishments or impose penalties ▪ Expert power – Based on perceived knowledge, expertise ▪ Legitimate power – Based on official rank, formal Plus. ONE/Shutterstock. com standing ▪ Referent power – Based on admiration, respect, regard
POLITENESS THEORY ▪ People engage in facework to manage their own and others’ identities ▪ Positive face: projecting a positive, consistent self image ▪ Negative face: need for freedom from constraints, impositions ▪ People are less likely to comply if their face is threatened ▪ People adapt their requests to the power, status of others Andrey_Popov/Shutterstock. com
DESIGN LOGICS Expressive design logic – People who respond reflexively, impulsively Conventional design logic – People who follow norms, social customs Rhetorical design logic – People who rely on shared goals and reason-giving Of the three types, the last is rated as more competent and effective.
GOAL-PLAN-ACTION MODEL Primary goals – An employee wants a pay raise. Secondary goals – The employee doesn’t want to work more hours. – The employee doesn’t want to irritate the boss. Plans – The employee opts for a positive, rational approach. – The employee provides evidence demonstrating his/her higher productivity compared to other employees.
PRIMARY GOALS There are seven types of primary goals. – gaining assistance “Would you give me hand? ” – giving advice “You should send a thank you note. ” – share activity ▪ “Let’s do lunch. ” – change orientation “Pick a career you’ll enjoy the most, not the one that pays the most. ” – change relationship “I think we should start seeing other people. ” – obtain permission “Can I take the day off tomorrow? ” – enforce rights and obligations “But you promised me…”
SECONDARY GOALS There are five types of secondary goals Identity goals – Goals consistent with one’s own character Interaction goals – Goals regarding facework, impression management Relational resource goals – Goals involving relationship maintenance Personal resource goals – Goals to improve one’s own assets or standing Affect management goals – Goals about managing one’s mood, emotions i. Qoncept/Shutterstock. com
CIALDINI’S 7 PRINCIPLES ▪ Reciprocity ▪ Scarcity ▪ Consistency/commitment ▪ Authority ▪ Liking ▪ Social proof ▪ Unity
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