More Evidence on Interpersonal Yielding

The relative effectiveness of the foot-in-the-door and door-in-the-face techniques in inducing subjects to comply with a commercial request for information was assessed in a field experiment. Although foot-in-the-door was found to be more effective than door-in-the-face, contrary to expectations the...

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Bibliographic Details
Published inJournal of marketing research Vol. 16; no. 4; pp. 588 - 593
Main Authors Reingen, Peter H., Kernan, Jerome B.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.11.1979
SAGE PUBLICATIONS, INC
Subjects
Altruism
Behavior
Behavior modification
Commercials
Compliance
Mailings
Marketing
Personality psychology
Polls & surveys
Questionnaires
Rates
Research Notes and Communications
Self perception
Social psychology
Studies
Techniques
Telephones
Tests of compliance
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Summary:The relative effectiveness of the foot-in-the-door and door-in-the-face techniques in inducing subjects to comply with a commercial request for information was assessed in a field experiment. Although foot-in-the-door was found to be more effective than door-in-the-face, contrary to expectations the behavioral compliance rate was not significantly different from control outcomes. The implications of these findings are discussed.
ISSN:0022-2437
1547-7193
DOI:10.1177/002224377901600417