It is one of the techniques used by marketeers or people in general to get the target person to say "YES" . This topic is of more interest under the field of "consumer psychology".

2. 
compliance

3. Definition of Compliance

 Compliance refers to the act of responding favorably
to an explicit or implicit request offered by others.
 The request may be explicit, such as a direct request
for donations, or implicit, such as an advertisement
promoting its products without directly asking for
purchase.
 In all cases, the target recognizes that he or she is
being urged to respond in a desired way.
 In simpler words Compliance is getting people to say
yes to a request.

4. ROBERT B. CIALDINI, PH. D.

 Regents’ Professor Emeritus
of Psychology and Marketing
at Arizona State University.
 He is best known for his book
on persuasion and marketing,
Influence: The Psychology of
Persuasion. Influence has
sold over 2 million copies and
has been translated into
twenty-six languages.

5. 

6. According to Cialdini , the Principles underlying

compliance are :
 friendship/liking- “she seems genuine and nice”
 commitment/consistency- “I’m committed to the
cause”
 scarcity- “only one left”
 reciprocity- “she helped me so I should return
favor”
 Social validation - “everyone else is doing it”
 authority- “he seems legitimate

7. 

8. Compliance Techniques

Tactics based on liking:
ingratiation- enhance self or flatter target
personal appeals - appeal to feelings of loyalty,
friendship.
Tactics based on
commitment/consistency:
foot-in-the-door- small request followed by larger one
lowballing- changing the deal midstream.

9. Compliance Techniques

Tactics based on reciprocity:
door-in-the-face- large request followed by smaller one
“that’s not all”- sweetens the deal midstream
Tactics based on scarcity:
playing hard to get- suggesting item is scarce (valuable)
deadline technique- limited time to buy

10. Foot-In-The-Door

 A technique for gaining compliance in which
requesters begin with a small request and then when
this is granted, escalate to a larger one ( the one
they actually desired all along ).

11. Low Balling

 A technique for gaining
compliance in which an
offer or a deal is
changed (made less
attractive) after the
target person has
accepted it.

12. Door in the Face

A technique for gaining
compliance in which
requesters begin with a
large request and then
when this is refused ,
retreat to a smaller one
(the one they desired all
along).

13. Door in the Face


14. THAT’S-NOT-ALL
technique

 Gaining compliance in
which the requester
offers additional benefits
to target people before
they have decided
whether to comply or
reject specific requests.

15. PLAYING-HARD-TO-GET

A technique for increasing compliance by
suggesting that a person or object is scarce
or hard to obtain.

16. DEADLINE
TECHNIQUE

— Increasing
compliance by
suggesting that
they only have
limited time to
take advantage of
some offer or to
obtain some item.

17. Social validation

We often comply with
requests that we view
as being consistent with
what people similar to
ourselves are doing (or
thinking) . This
technique is closely
related to conformity ,
and especially to
informational social
influence.

18. The Pique technique

A technique for gaining compliance in
which target person’s interest is piqued
by unusual requests. As a result they
don't refuse requests automatically , as
is often the case .

19. Authority

 Individuals are more
likelier to comply if an
authority endorses the
product. The authority
can be an actual
authority figure such as
a medical doctor
endorsing a vitamin
supplement or simply a
celebrity.

20. EXAMPLE:

 Person 1: You look blooming today.
 Person 2: Why, thank you. (flattered)
 Person 1: How are you? You seem happy!
 Person 2: Oh yes I am!
 Person 1: That’s good to know! You go have a good day.
 Person 2: Thank you.
 Person 1: Oh, by the way, could you lend me 150 pesos,
because […]
 See how the “BECAUSE” technique is also utilized.

21. Factors that influence
compliance

 People are more likely to comply when
they believe that they share something
in common with the person making the
request.
 The likelihood of compliance increases
with the number of people present.
 Being in the immediate presence of a
group makes compliance even more
likely.

22.  THANK YOU
!