The compliance strategy known as the “foot-in-the-door” technique is a persuasion tactic that involves making a small request that someone is likely to agree to, and then later following up with a larger request.
This technique is based on the principle of consistency, as people prefer not to contradict themselves in both actions and beliefs. Research has shown that agreeing to a small request increases the likelihood of agreeing to a larger request, as it creates a sense of commitment and consistency (e.g., Freedman, J. L., & Fraser, S. C., 1966).
Examples of foot-in-the-door
- Product trial: Offer a free trial or sample of a product to potential customers. Once they’ve experienced the product’s benefits, ask them to consider purchasing the full-sized version.
- Volunteer commitment: Invite someone to attend a single volunteer event or meeting. After their positive experience, ask if they would be willing to commit to volunteering regularly.
- Social media engagement: Ask people to like or share a post related to your cause or business. Later, invite them to subscribe to your newsletter or attend an event based on their interest in the topic.
Effects of the foot-in-the-door technique
The foot-in-the-door technique has been found to be effective in increasing compliance rates. For example, in a study by Jonathan Freedman and Scott Fraser (1966), homeowners who were initially asked to place a small, 3-inch sign in their windows advocating safe driving were much more likely to agree to put up a large, ugly sign two weeks later. This suggests that the foot-in-the-door effect can be created by prompting people for contributions beyond making purchase commitments.
Spotting the Signs
We can spot the signs of a foot-in-the-door attempt by being aware of the sequential nature of the requests. If we are initially asked to agree to a small request, we should be cautious of an upcoming larger request. Additionally, the technique relies on the principle of consistency, so we should be mindful of our own behaviour and the potential influence of a small initial agreement on our likelihood of agreeing to a subsequent larger request.
Dealing with it
To deal with the foot-in-the-door technique, we can be aware of our decision-making processes and our boundaries and limits when offering our time and resources. Keep in mind it’s OK to say “No” to any request, and just because you’ve helped out before doesn’t mean you need to agree to subsequent or bigger requests. Know your limits, what you can offer, and what you’re comfortable offering. Also consider potential consequences for you (postive and negative) before agreeing to any requests made of you.
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