People influence each other constantly, in a variety of different ways.
Social Influence Strategies
One social influence strategy is the foot-in-the-door technique (see the
“Attitudes” section for a complete explanation). Three other strategies include
manipulating the reciprocity norm, the lowball technique, and feigned scarcity.
Manipulation of the Reciprocity Norm
The reciprocity norm is an implicit rule in many
societies that tells people they should return favors or gifts given to
them. A person or group can manipulate this norm to make it more likely that
people will buy a product or make a donation.
Example: If a wildlife preservation organization sends Harry
a pad of notepaper personalized with his name, he may feel
obligated to send them the donation they want.
The Lowball Technique
The lowball technique involves making an
attractive proposition and revealing its downsides only after a person
has agreed to it.
Example: A car salesperson tells Sheila that a car she is
interested in buying costs $5,000. After she has committed
to buying the car, the salesperson points out that adding a
stereo, an air conditioner, and floor mats will cost an
extra $3,000.
