What is Door-in-the-Face Technique?
The door-in-the-face technique is a negotiation tactic where one party offers an initial concession that is so extreme that the other party is likely to refuse it. By doing so, the door in the face technique sets the stage for future negotiations with a more reasonable request and can help lead to a more favorable outcome.
It is a sequential request strategy that is often used for increasing the compliance rates of a particular request by using a “rejection-then-retreat” approach (Cialdini, Cacioppo, Bassett, & Miller, 1978) to convince the same person for a reasonable request who has denied the first request.
The door-in-the-face technique is a compliance strategy in which respondents are first asked by persuaders to agree to a large request (first request), which they are likely to decline, before being asked the smaller favor (a more reasonable request) the persuaders originally intended.
A door-in-the-face approach differs substantially from the foot-in-the-door technique, as Foot-in-the-door starts with a modest or small request that the responder is more likely to accept. While in door-in-the-face, a more demanding question is asked first which is later followed by the original request.
In other words, this technique involves making an initial large request to a potential participant that is likely to be rejected and then immediately following that request with a smaller version of the same request. The door-in-the-face technique is often used in situations where the persuader is seeking a favor from the responder using first and second requests.
Cialdini and colleagues (1978) found that this particular compliance strategy was successful approximately 50% of the time compared to other compliance strategies, such as the foot-in-the-door technique or the low-balling technique.
How does Door-in-the-Face Technique Work?
The Door-in-the-face technique is based on the principle of reciprocity.
The door-in-the-face technique works by first making a large or extreme request to the potential participant that is related to the smaller favor that the persuader is seeking.
The persuader then immediately follows up on this request with the smaller favor that they were originally seeking.
The persuader is counting on the fact that the potential participant will feel obligated to comply with the smaller request after having already been asked to do something much larger in scale.
In other words, the door-in-the-face technique works by invoking a sense of obligation in the potential participant.
For example, the reciprocal concessions procedure is a door-in-the-face variant that can be used when attempting to get someone to agree to a series of requests. This technique involves making a series of increasingly smaller concessions, each of which the other person reciprocates.
Classic Experiment on Door-in-the-Face Technique
The door-in-the-face technique was explored in a 1975 study by Robert Cialdini, an Arizona State University professor who has focused on persuasion research for many years.
His most renowned publication is Influence: The Psychology of Persuasion, which came out in 1984.
In the classic experiment on the door-in-the-face technique, researchers separated participants into three different groups.
The experimenters in group 1 made a grand request of the participants by asking them to volunteer as counselors for juvenile delinquents. The time commitment would be two hours a week, and they would need to do this for two years. After the group refused this large request, they were then asked to chaperone juvenile delinquents for a day-long trip to the zoo (small request).
Group 2 members were just given the small request.
In group 3, the experimenter described the large request but requested that participants complete the small request.
Results-
- 50% of Group 1 participants agreed to the small request
- 17% of Group 2 participants agreed to the small request
- 25% of Group 3 participants agreed to the small request
The DITF technique was successful in terms of meeting compliance for the modest request, which was much greater for group 1 than group 2.
Also, more people in group 1 completed the small request than those in group 3, which shows that just being exposed to the larger task does not have as big of an impact on compliance.
Mechanisms for Door-in-the-Face Technique
1. Supporting reciprocal concessions
The door-in-the-face technique has been found to increase compliance by invoking a sense of obligation in the potential participant. In other words, the potential participant feels that they owe the persuader a favor after having already been asked to do something much larger in scale.
2. Supporting social responsibility
The Door-in-the-face technique has also been found to improve compliance by appealing to the potential participant’s sense of social responsibility. In other words, after being requested to do something much larger in scale, the potential participant feels compelled to comply with the request.
3. Support for both social responsibility and reciprocal concessions
The Door-in-the-face technique is successful in invoking both a sense of social responsibility and reciprocal concessions from potential participants. After somebody asks them to do something bigger, the person feels like they HAVE to do it because of how obligated they feel.
4. Sufficiency of explanations
The Door-in-the-face technique is successful in part because the persuader provides a sufficient explanation for why the potential participant should comply with the request. The potential participant not only grasps the reasoning for the request but also agrees with it.
5. Self-presentation
The Door-in-the-face technique is also successful because it allows the persuader to present themselves in a positive light. When someone sees that another person is willing to make a large request, they are more likely to trust and comply with that person.
6. Guilt reduction
The Door-in-the-face technique can also be successful in reducing the amount of guilt that the potential participant feels. After being asked to do something much larger in scale, the potential participant may feel guilty about refusing. However, if they comply with the smaller request, they can reduce this guilt.
Limitations of the Door-in-the-Face Technique
The Door-in-the-face technique is not always successful and there are some limitations to consider.
- The Door-in-the-face technique can backfire: The Door-in-the-face technique can sometimes backfire and result in the opposite of what you want. For example, if the initial request is too large or unreasonable, the potential participant may be turned off and less likely to comply with the smaller request.
- The Door-in-the-face technique only works if the initial request is refused: The Door-in-the-face technique will only be successful if the initial request is refused. If the potential participant agrees to the initial request, they will not feel obligated to comply with the smaller request.
- The Door-in-the-face technique may not work on everyone: The Door-in-the-face technique may not work on everyone equally. Some people may be more susceptible to it than others.
- The Door-in-the-face technique should only be used in certain situations: The Door-in-the-face technique should only be used in certain situations where it is likely to be effective. For example, it may not be effective if the potential participant already feels guilty or obligated.
Why Does It Work?
The Door-in-the-face technique is successful because it invokes a sense of social responsibility and reciprocal concessions from potential participants.
After somebody asks them to do something bigger, the person feels like they HAVE to do it because of how obligated they feel. Additionally, the Door-in-the-face technique is successful because it allows the persuader to present themselves in a positive light. When someone sees that another person is willing to make a large request, they are more likely to trust and comply with that person.
Despite its effectiveness, the Door-in-the-face technique is not always successful and there are some limitations to consider. For example, the Door-in-the-face technique can backfire if the initial request is too large or unreasonable. Additionally, the Door-in-the-face technique will only be successful if the initial request is refused. Finally, the Door-in-the-face technique may not work for everyone equally. Some people may be more susceptible to it than others.
Despite its limitations, the Door-in-the-face technique can be an effective way to persuade someone to comply with a request.
Recent Research on DITF Techniques
- Metacommunication: Metacommunication is a type of communication that includes messages about the message itself. In other words, it’s a message about the way the message is being communicated. A recent study found that the Door-in-the-face technique can be an effective form of metacommunication. The study found that when a request is made using the Door-in-the-face technique, it’s more likely to be successful if the persuader includes a message about the Door-in-the-face technique itself.
- Reverse psychology: Reverse psychology is a type of persuasion that involves convincing someone to do something by telling them not to do it. According to a study published in the Journal of Applied Social Psychology, individuals utilized DITF techniques in their everyday lives. Other reverse psychology methods such as FITD were also used by participants. These researchers call it strategic self-anticonformity when two researchers look at people’s own experiences with reverse psychology.
- Monetary solicitation: Monetary solicitation is the act of asking for money. A recent study found that the Door-in-the-face technique can be an effective way to solicit donations from potential donors. The study found that when a request for a donation is made using the Door-in-the-face technique, it’s more likely to be successful than if the request is made without using it. A study recently found that the DITF technique is effective in getting people to comply with requests, not just when it comes to verbal requests, but behavioral ones as well.
- Retail: A study that looked at the DITF technique found increased sales in retail. By using this method, the experimenter sold cheese to people who walked past a hut in Austria. The study found that the Door-in-the-face technique can be an effective way to increase sales in a retail setting.
- Academics: The Door-in-the-face technique may seem aggressive, but a recent study found it to be an effective way of getting people to comply with requests in an academic setting. The study found that when students were asked to participate in a study using the Door-in-the-face technique, they were more likely to comply than if they were asked without using it. The Door-in-the-face technique was also found to be more effective when the request was made by a professor, rather than a student.
- Technology: A recent study found that the Door-in-the-face technique can be an effective way to get people to comply with requests when it comes to technology. The study found that when a request is made using the Door-in-the-face technique, it’s more likely to be successful than if the request is made without using it. The study also found that the Door-in-the-face technique is more effective when the request is made by a computer, rather than a human.
Examples of Door-in-the-face Technique
The Door-in-the-face technique is a type of persuasion that involves making a large request, followed by a smaller request.
For example, imagine you’re trying to persuade your boss to give you a raise. You could start by asking for a large raise, such as 10%. When your boss says no, you could then ask for a smaller raise, such as 5%.
The Door-in-the-face technique is based on the idea that by starting with a large request, you’re more likely to get a smaller request approved.
Explanations for Door-in-the-face Effect
1. Guilt
The Door-in-the-face technique may work because of the guilt that people feel when they say no. When we say no to someone, we may feel like we’re being mean or rude.
The Door-in-the-face technique exploits this guilt by starting with a large request. When the person says no, they may then feel guilty and be more likely to say yes to the smaller request.
2. Reciprocity
The Door-in-the-face technique may also work because of the principle of reciprocity. This principle states that we feel obligated to repay favors, gifts, and kindnesses that we receive from others.
The Door-in-the-Face technique utilize this phenomenon by starting with a large request. When the individual refuses, they may feel compelled to accept the lesser demand as well.
3. Commitment and Consistency
The Door-in-the-face technique may also work because of the commitment and consistency principle. This principle states that we want to be seen as consistent with our past actions and commitments.
The Door-in-the-face technique utilizes this idea by making the initial offer large. When a person refuses your request, they may be more inclined to accept the smaller one as a result of their prior commitment.
Contributing Factors to Door-in-the-face Effect
There are a few factors that can contribute to the Door-in-the-face technique being more effective.
- The request should be realistic: The Door-in-the-face technique is more likely to work if the initial request is realistic. If the request is too small, the person may not feel guilty enough to say yes to the smaller request. If the request is too large, the person may not take you seriously and they’re less likely to comply with the smaller request.
- The second request should be reasonable: The Door-in-the-face technique is more likely to work if the second request is reasonable. If the second request is too small, the person may not feel obligated to comply. If the second request is too large, the person may feel overwhelmed and less likely to say yes.
- There should be a time limit: The Door-in-the-face technique is more likely to work if there’s a time limit on the request. This time limit creates a sense of urgency and makes it more likely that the person will comply with the request.
- The requester should be credible: The Door-in-the-face technique is more likely to work if the requester is credible. If the requester is not credible, the person may not take them seriously and they’re less likely to comply with the request.
DITF vs. FITD
In DITF, the second request is made after the initial, larger request has been refused. In FITD (foot-in-the-door), the second request is made after the initial, smaller request has been complied with.
DITF may be more effective than FITD because it’s harder to say no to a request after you’ve already said no.
Conclusion!
The door in the face technique is a powerful tool for inducing compliance. It can be used in a variety of settings, from door-to-door sales to marketing research. The key is to offer a large concession first, followed by a smaller request. This creates a sense of obligation in the person being asked and makes it more likely they’ll agree to the second request.
It can be used in conjunction with other techniques, such as the foot-in-the-door technique, to increase its effectiveness. This technique is most effective when the person making the request is someone the person being asked knows and trusts. In some cases, it may be necessary to use a control group to ensure that the results are not due to other factors.
