Lowball Procedure. In addition to using a small request to secure compliance with a separate larger request, you could also start with a small request, and once you gain the initial compliance, you can increase the size of that same request. This lowball procedure is a frequent tactic used by salespeople to influence their customers. In fact, you may have fallen prey to this tactic by a salesperson at a car dealership where this tactic is often used. You just negotiated a great deal with a car salesperson, and as he goes into the back office to write up the paperwork, you rejoice at having secured a fantastic bargain for your new car. In reality, however, the salesperson is probably twiddling his thumbs in the back room, waiting for time to pass so that you have a few moments to fantasize about your new car. After a few minutes pass, the salesperson returns with some unfortunate news: the manager didn’t approve the sale, and the fantastic “bargain” just increased by $500. However, by that point, the salesperson already sparked your momentum by gaining your initial compliance, and as a result, you will feel inertia pushing you toward continued compliance with that enlarged request. You’ve already fantasized about your new car, and you’ve already engaged in behavior that suggested you want that car. Much like a puppeteer pulling the string of a marionette, that salesman just pulled the string of cognitive dissonance to pull you toward accepting that enlarged request. (Nick Kolenda, Methods of Persuasion: How to Use Psychology to Influence Human Behavior)
Posted on: Thu, 07 Aug 2014 00:10:42 +0000
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