Introduction
The door in the face technique is a persuasion strategy often used in social psychology and sales. It involves making a large request that is likely to be rejected, followed by a smaller, more reasonable request. This technique takes advantage of the principle of reciprocity and the contrast effect to increase compliance and achieve the desired outcome.
How It Works
When using the door in the face technique, the initial large request is designed to be unattainable or highly demanding. This leads to the person feeling a sense of guilt or obligation to reciprocate after refusing the first request. The subsequent smaller request appears much more reasonable in comparison, making it more likely for the person to comply.
An Example
Let’s say a charity organization wants people to volunteer for a long-term commitment of 10 hours per week. They approach individuals and ask them to commit to 10 hours. Knowing that this is a significant demand, most people are likely to decline.
After the refusal, the charity organization follows up with a smaller request, asking for a commitment of only 2 hours per week. This request seems much more reasonable in comparison to the initial 10-hour request, and people are more likely to agree to it.
Psychological Principles
The door in the face technique leverages two psychological principles: reciprocity and the contrast effect.
Reciprocity
Reciprocity is the tendency for individuals to feel obliged to repay others for what they have received. By making an initial large request, the person who refuses may feel guilty or obligated to comply with the smaller request as a form of reciprocation.
Contrast Effect
The contrast effect refers to the phenomenon where the perception of something is influenced by its context. In the door in the face technique, the smaller request appears more favorable and reasonable when presented after the unattainable larger request. The contrast between the two requests makes the smaller one seem more attractive and easier to agree to.
Applications
The door in the face technique can be used in various situations, including sales, negotiations, and even personal relationships.
Sales
In sales, a salesperson may start by presenting an expensive product or package to a potential customer. After the customer declines, the salesperson offers a more affordable alternative, which now seems like a better deal compared to the initial high-priced option.
Negotiations
In negotiations, someone may make an extreme demand or offer in order to create a starting point for bargaining. By making a more reasonable request or counteroffer later, they increase the chances of reaching a mutually agreeable outcome.
Personal Relationships
In personal relationships, the door in the face technique can be used to influence behavior or requests. For example, one partner may ask the other to do a task that they know will be refused. After the refusal, they can ask for a smaller favor that the other person is more likely to accept.
Conclusion
The door in the face technique is a powerful persuasion strategy that capitalizes on the principles of reciprocity and the contrast effect. By making an initial large request followed by a smaller, more reasonable one, individuals are more likely to comply and fulfill the desired outcome. Understanding and utilizing this technique can significantly enhance persuasive efforts in various contexts.