Compliance refers to a response — specifically, a
submission — made in reaction to a request. The request may be explicit (i.e., foot-in-the-door
technique) or implicit (i.e., advertising). The target may or may not recognize
that he or she is being urged to act in a particular way.
Social psychology is centered on the idea of social influence. Defined as the effect that the words, actions, or mere presence of other people (real or imagined) have on our thoughts, feelings, attitudes, or behavior; social influence is the driving force behind compliance. It is important that psychologists and ordinary people alike recognize that social influence extends beyond our behavior—to our thoughts, feelings and beliefs—and that it takes on many forms. Persuasion and the gaining of compliance are particularly significant types of social influence since they utilize the respective effect’s power to attain the submission of others. Studying compliance is significant because it is a type of social influence that affects our everyday behavior—especially social interactions. Compliance itself is a complicated concept that must be studied in depth so that its uses, implications and both its theoretical and experimental approaches may be better understood.
Social psychology is centered on the idea of social influence. Defined as the effect that the words, actions, or mere presence of other people (real or imagined) have on our thoughts, feelings, attitudes, or behavior; social influence is the driving force behind compliance. It is important that psychologists and ordinary people alike recognize that social influence extends beyond our behavior—to our thoughts, feelings and beliefs—and that it takes on many forms. Persuasion and the gaining of compliance are particularly significant types of social influence since they utilize the respective effect’s power to attain the submission of others. Studying compliance is significant because it is a type of social influence that affects our everyday behavior—especially social interactions. Compliance itself is a complicated concept that must be studied in depth so that its uses, implications and both its theoretical and experimental approaches may be better understood.
Marketing
Research has
indicated that compliance techniques have become a major asset to numerous
forms of advertising, including Internet shopping sites. Techniques are used to
communicate essential information intended to persuade customers.
Advertisements and other forms of marketing typically play on the customers’
need for informative and normative social influence. The people in the
advertisements and the ads themselves serve as a type of authority. They are
credible—especially in regards to the product. As a result, customers’ need to
be accurate drives them to comply with the ad's message and to purchase a
product that an authority claims he or she needs. Secondly, people have the
need to belong. Customers often comply with ads by purchasing certain
merchandise in the hopes of affiliating with a particular group. Because compliance
techniques play at psychological needs they are frequently successful in
selling a product; the use of fear is
often less persuasive.
Conclusion
Compliance refers
to an implicit or explicit response to a request. Based in the roots of social
influence, compliance is studied through the use of many different approaches,
contexts, and techniques. The implications of compliance from a psychological
standpoint infer that by utilizing various techniques (i.e., foot-in-the-door,
ingratiation, etc.), personal needs (i.e., informational and social goals)
and/or group characteristics (i.e., strength, immediacy, number). It is
important to recognize that people are capable of using, or abusing, compliance
in order to gain advantage over others. This has caused controversy in a number
of settings, and is still being looked at in depth in order to better
understand how to use this social phenomenon in a prosocial manner.
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