SRS Abstract for Reingen and Kernan 1979


More evidence on interpersonal yielding Journal of Marketing Research, 16,588-593

Abstract

Abstract

Door-in-the-foot techniques were investigated with the rationale that previous research had been tested in a primarily prosocial request context. The procedure was such that participants (n=381) were contacted by telephone, except those in the control group. Scripted messages were read to participants in-line with the door-in-the-foot technique. The process of measurement involved presenting participant with an extreme initial request followed by a second smaller request and assessing compliance. Results indicated that subjects were more likely to comply when presented with the critical request only. The implications of this research indicate that in a marketing setting, the larger initial request do not increase compliance.


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SRS Researcher Katherine Thweatt, Department of Communication Studies, West Virginia University
© Katherine, Steve Booth-Butterfield, and the SRS Team, 1996
Created February 21, 1996; Last updated February 27, 1996