The Foot In The Door Technique | Psychology of Compliance
The foot in the door technique is a sales approach and consumer based psychology that tries to persuade hesitant consumers. The foot-in-the-door (FITD) technique is not new. Even when proposed as a psychological concept in 1966 by Freedman and Fraser, the phrase “foot in the door” had been commonplace for decades. This article delight helps you understand The Foot In The Door Technique and the psychology behind the compliance.
What is The Foot In The Door Technique ?
According to the FITD technique, if you start with a modest request then follow up later with a larger request, you increase your chances of succeeding with the larger request. It’s the opposite of high-pressure sales that go straight for a signature on the dotted line. The persuader makes a small request that is relatively simple enough to find agreement for. Once that request has been agreed to, an even bigger request is made.
Decades of research have upheld the effectiveness of the FITD technique.
In one of the studies from the authors’ original paper, they found that asking residents to put up a small “Drive Carefully” sign in their yard—the foot in the door—and returning later to ask them to put up a larger sign was vastly more successful (76% compliance) compared to asking residents to display a larger sign from the start (<20%).
For detailed studies , read https://www.researchgate.net/publication/23684158_Foot-in-the-Door_Technique_Using_a_Courtship_Request_A_Field_Experiment
The Foot In The Door Technique Examples
In store purchases, you can see the application of this technique in sign-up forms. Asking for a contact number is the first small request, pitching them with a product or service via text /call is the next bigger request.
OTT platforms the ‘foot-in-the-door’ technique to increase their consumer’s screen time and enhance their experience. The ‘Recommended for you’ list based on your previous choices (first request) are the second bigger request that consumers are more likely to opt for since they have opted for something similar before.
Following up with smaller donation options gives the customers other ways to contribute to the charity. Even if they didn’t want to donate in the first place, a lower donation option will seem much more appealing .
A salesperson may use the foot-in-the-door technique by engaging in ‘small-talk’ with a prospective customer, asking whether they need help finding a product. Once a person is engaged in a conversation, they may find it more difficult to turn down a request for a larger commitment, such as taking the time to watch the demonstration of a product.
When a relative asks to borrow a small amount of money, then later asks to borrow a larger amount.
How does the foot in the door technique works?
Researches has proved that people are more likely to agree to do something for you when you’ve already made an initial request. The most promising explanation is in terms of self-perception. As a result of fulfilling the first request, people begin to perceive themselves as generous or selfless. The decrease can explain the frequency of fulfilling the second request if the first request is accompanied by strong situational pressure.
This prevents changes in the way people perceive themselves. Because, according to the theory of self-perception, these pressures justify giving in to the first request. The foot-in-the-door technique is also based on the idea of consistency. People are unlikely to contradict themselves in both behavior and beliefs. This implies that it will be effective as long as the request is kept consistent with or comparable to the initial minor ask.
Limitations of FITD
The scale of requests must be proportionate for the foot-in-the-door approach to work effectively. The first demand should be big enough for a person to think they are assisting the other person. Yet not so huge that they refuse it. The foot-in-the-door technique is a sales approach that tries to persuade hesitant consumers.
On the other hand, there is a door-in-the-face technique. In contrast to the foot-in-the-door approach, it starts with a substantial demand that the person is likely to turn down. A subsequent, more realistic request is made after this, which may persuade the individual compared to the first.
Final Takeaway
It is also a well known and widely used tactic in everything from auto sales to telemarketing . Understanding the psychology behind—self-perception theory and the commitment and consistency principle can help identify your initial question. It further guides the remainder of the sequence. Now as you have some insights for this technique you get the benefits of avoid falling to the trap plus how to persuade someone if you are on peddle side. You can advocate this power of “no” ultimately working toward a “yes.”
Read also : Low Ball Technique Explained | Ways to Counter This Trap ( https://thebrightdelights.com/low-ball-technique-explained-ways-to-counter-this-trap/ )