SRS Abstract for Mowen & Cialdini, Study I, 1981

Mowen, J.C. & Cialdini, R.B. (1980). On Implementing the Door-in-the-Face compliance Technique in a Business Context Journal of Marketing Research, XVII,253-258.

To further theory, Mowen & Cialdini were interested in testing the generality of the door-in-the-face compliance technique from business to nonbusiness contexts.

Mowen & Cialdini used 192 subjects of both sexes, chosen when they were alone and moving leisurely along university walkways to be theparticipants.

Regarding procedure,a 2x3 factorial design was used (helping emphasized/helping not emphasized and very large/large/no first request). The messages were basically the same in all the experimental groups, being altered by request size and helping emphasized or not emphasized.

The respondents were simply scored as to whether or not they complied with the target request based upon condition as themeasure.

The results indicate that the compliance-gaining procedure generalizes if a concession is emphasized by making the second request a smaller version of the first request rather than a new request, and if the second request is made large enough to avoid ceiling effects. The implications are that the findings here suggest that effectiveness of the door-in-the-face technique may be affected by the context in which it is used.

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SRS Researcher: Reid Amos, Department of Communication Studies, West Virginia University
© Reid Amos, Steve Booth-Butterfield, and the SRS Team, 1996
Created February 27, 1996; Last updated February 27, 1996