4.
Later, a larger request is made.
Minutes, days or even a few short weeks later…
5. How can a person be induced to do
something he would rather not do?
This is the basis of the two experiments
done by Jonathan L. Freedman and
Scott C. Fraser.
Larger Commitment
Reduced dissonance because
of the previous participation.
6.
Experiment 1 Soap Survey
Contact by phone only
Group Subject Categories
Performance
Agree-Only
Familiarization
Soap surveys calls made to
One-Contact housewives of Palo Alto, California.
Selected at random from the
telephone directory.
7.
Larger request made three days later.
Phone request.
Three days later all subject groups were contacted.
This time they were asked to allow a survey team of five or six men
come into their homes for a two hours to classify the household
products they used.
The prediction was that those who complied with the first request
would be more apt to comply with the larger request.
8. Experiment 2
Drive-Safe & Keep California Beautiful
Contact Door-to-Door
Group Subject Categories
Similar/Similar, asked to display a small sign from home or
car window for safe-driving.
Different/Similar, asked to sign a petition for safe-driving.
Similar/Different, asked to display a sign “Keep California
Beautiful.”
Different/Different, asked to sign a petition to “Keep
California Beautiful.
One-Contact, only asked the larger request.
9.
Larger request made two weeks later.
In person face-to-face
Two weeks later all subject were contacted.
This time they were asked to allow a large unattractive sign be
displayed in their front yard, all subject were asked to display the
same sign concerning safe driving.
The subjects were shown a picture of a very large sign in front of an
attractive house, the sign was poorly lettered and blocked the view of
the homes front door.
The prediction was that those who complied with the first request
would be more apt to comply with the larger request.
10. Results of the two experiments
Palo Alto, CA Housewives Palo Alto, CA Homeowners
Phone Survey/ Home Visit Petition or small sign/Large Sign
60.00% 80.00%
50.00% 70.00%
40.00% 60.00%
50.00%
30.00% 40.00%
20.00% 30.00%
10.00% 20.00%
10.00%
0.00% 0.00%
11. IT WORKS
• Children use it on their parents and
teachers.
• Sales people are pros at it.
• Politicians use it.
• Diet plans use it.