Foot-In-The-Door: The Psychology Behind Starting Small for Bigger Gains

When you were a kid, how did you convince your parents to have a sleepover party or to buy you a phone or bicycle? How did you request it? Did it work out? Here’s one interesting technique to get your requests granted. The foot-in-the-door (FITD) technique is a strategy where you put forth a small request initially and the person feels obligated to accept your bigger requests too. Read to know more. This phrase comes from a door-to-door salesman who prevents the door from closing with his foot, forcing the customer to listen to his sales pitch.

Early Experiments on Foot-In-The-Door Technique

In 1966, Jonathan Freedman and Scott Fraser of Stanford University first introduced Foot -in-the-door technique. They conducted a study to demonstrate that agreeing to smaller requests can lead to compliance with larger ones. In an early experiment, a group of psychologists contacted housewives in California by phone to ask if they would answer a few questions about the household products they used. Three days later, they called back and requested permission to send five or six men into the women’s homes to conduct a two-hour survey, examining cupboards and storage areas for household products. The results showed that the women who had initially agreed to the smaller request were more than twice as likely to consent to the larger request compared to those who were asked only for the extensive survey.

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Recent Studies 

A study found that individuals were more inclined to become organ donors after filling out a questionnaire about organ donation. The number of questions, whether five or twenty, did not affect the success rate. Recently, people were asked to call a taxi if they felt too drunk to drive. Half of them had also signed a petition against drunk driving, while the other half had not. The ones who signed the petition were much more likely to call a taxi when they were impaired compared to those who hadn’t signed it.

A study by Guéguen revealed that the foot-in-the-door technique is effective not just in face-to-face interactions, but also in online settings. He found that when students were first asked for help saving a document as an RTF file via email, they were more willing to complete an online survey sent to them by the same requester later on. A study discovered that adult women who received a foot-in-the-door request at a health fair in a shopping mall were more likely to agree to a follow-up request to schedule a gynaecological exam.

Another study found that the foot-in-the-door technique was effective in a dating scenario. In this research, women approached by a male confederate for directions or a cigarette lighter were more likely to agree to go for a drink shortly afterwards. Research has indicated that foot-in-the-door techniques are effective not only in face-to-face interactions but also through email communication. Multiple experiments have demonstrated that foot-in-the-door techniques are effective in convincing people to comply, particularly when the requests are pro-social.

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Self-Perception Theory & Foot-In-The-Door Technique

Self-perception theory given by social psychologist Daryl Bem states that people form their attitudes and beliefs by observing their actions and the situations surrounding them. Instead of relying on introspection, individuals infer their thoughts and feelings based on their behaviours. For instance, if a person frequently participates in a specific activity, they might conclude that they enjoy it, even if they hadn’t thought about their feelings beforehand. This theory illustrates how behaviour can shape self-identity and attitudes.

In the context of the foot-in-the-door (FITD) technique, when a person initially agrees to a small request, they start to view themselves as helpful or supportive. This change in self-perception can make them more likely to agree to a larger request later on, as they wish to stay consistent with how they see themselves. Therefore, FITD uses self-perception to increase the likelihood of compliance.

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Where We See Foot-In-The-Door Technique

The foot-in-the-door technique can also be effective in various retail scenarios. For example, if a salesperson at a clothing store can get a shopper to try on a simple accessory, like a scarf, they may find it easier to persuade them to explore the entire clothing collection. Similarly, if a vendor at a farmer’s market offers a free taste of fresh fruit, that initial bite could lead to the customer being more open to purchasing a whole basket. 

Charities often employ the foot-in-the-door technique in their fundraising campaigns. For instance, an organization might first ask individuals to sign a petition supporting a cause. Once they’ve engaged in this small act of commitment, they are more likely to agree to a request for a small monthly donation. Similarly, a wildlife conservation group might initially ask supporters to volunteer for a single event, and later approach them to consider a more significant annual donation to fund ongoing projects. This gradual increase in commitment can effectively build stronger support for the organization’s mission.

Online retailers often utilize mailing lists to re-engage visitors who have previously explored their websites. By initially asking these visitors to share their email addresses in exchange for a newsletter, businesses aim to establish a connection that may lead to a later, larger commitment, such as making a purchase. For example, a fashion retailer might offer style tips and exclusive discounts via email, increasing the likelihood that subscribers will eventually shop from their site.

Condition for Foot-In-The-Door Technique to Work

The foot-in-the-door technique effectively influences someone when the size of the requests is balanced. The initial request should be substantial enough for the individual to feel they are making a meaningful contribution, but not so overwhelming that they turn it down. For example, if a community group is seeking volunteers for an event, they might first ask individuals to contribute with a small task, like spreading the word on social media. Once those individuals see themselves as supportive, they can approached for a larger role, such as helping to organize the event itself.

FAQs

1. How does FITD work?

The technique works by leveraging the principle of consistency. When people agree to a small request, they begin to see themselves as helpful or supportive, making them more likely to comply with larger requests later.

2. How can I effectively use this technique?

Start with a modest request that is easy to agree to, and once you receive compliance, gradually increase the size of your requests, ensuring they remain reasonable and related.