Foot In The Door
Making a small commitment now makes us more likely to agree to a greater one later
A low cost, unthreatening technique that has the power to increase sales, donations and recruitment, as long as you follow a few rules…
Burger (1999). The foot-in-the-door compliance procedure: A multiple-process analysis and review. Personality and Social Psychology Review.
The study
Setup
88 household individuals were split into three groups and asked to either wear a badge supporting a charity, asked to wear one along with another family member or not to wear at all. That same evening, all groups were then asked for a financial donation to the charity.
Results
Those who were first asked the small request were far more likely to go on and donate money than those who weren’t.
Burger (1999). The foot-in-the-door compliance procedure: A multiple-process analysis and review. Personality and Social Psychology Review.
Key Takeaways
Start with a question promoting reflection on one’s values. Their answers will create a desire to be consistent with their beliefs.
Have people perform a small related action. e.g. People who put a small “Drive carefully” sign in their window are more likely to follow the instruction than those who merely say they will. Frame it as a social norm.
Prime the ‘helpful’, ‘cooperative’ ‘supporter’ with positive feedback prior to a future request.
Make the target request a continuation of the initial one. The more similar the activity, the greater success. Also balance your request sizes. If the initial request is too big, people won’t do it, never getting to the target request. But too-small tasks will widen the gulf between the two.
Foot In The Door
Making a small commitment now makes us more likely to agree to a greater one later
A low cost, unthreatening technique that has the power to increase sales, donations and recruitment, as long as you follow a few rules…
Burger (1999). The foot-in-the-door compliance procedure: A multiple-process analysis and review. Personality and Social Psychology Review.
The study
Setup
88 household individuals were split into three groups and asked to either wear a badge supporting a charity, asked to wear one along with another family member or not to wear at all. That same evening, all groups were then asked for a financial donation to the charity.
Results
Those who were first asked the small request were far more likely to go on and donate money than those who weren’t.
Key Takeaways
Start with a question promoting reflection on one’s values. Their answers will create a desire to be consistent with their beliefs.
Have people perform a small related action. e.g. People who put a small “Drive carefully” sign in their window are more likely to follow the instruction than those who merely say they will. Frame it as a social norm.
Prime the ‘helpful’, ‘cooperative’ ‘supporter’ with positive feedback prior to a future request.
Make the target request a continuation of the initial one. The more similar the activity, the greater success. Also balance your request sizes. If the initial request is too big, people won’t do it, never getting to the target request. But too-small tasks will widen the gulf between the two.
Foot In The Door
Making a small commitment now makes us more likely to agree to a greater one later
The study
Setup
88 household individuals were split into three groups and asked to either wear a badge supporting a charity, asked to wear one along with another family member or not to wear at all. That same evening, all groups were then asked for a financial donation to the charity.
Results
Those who were first asked the small request were far more likely to go on and donate money than those who weren’t.
In detail
Pairings
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Foot In The Door
