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Increasing compliance to a request by means of the Foot-in-the-door technique or the Door-in-the-face technique? : investigation of a potential moderating effect of mood and buying motivation.

Sterling, Lotte, L. (2016) Increasing compliance to a request by means of the Foot-in-the-door technique or the Door-in-the-face technique? : investigation of a potential moderating effect of mood and buying motivation.

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Abstract:This research investigated which type of influence technique the Foot-in-the-door technique or the Door-in-the-fact technique is most effective in compliance gaining. Additionally, is investigated whether there is a moderating effect of mood and buying motivation on the relationship between type of influence technique and compliance. It was hypothesized that amount of processing mediated the effects in this research. The results of the study indicated that the Foot-in-the-door technique and the Door-in-the-face technique are equally effective in gaining compliance. This outcome is in line with the argument of Cialdini (1975) that both influence techniques are equally effective in gaining compliance. The mediation analysis showed that there was no mediating effect of amount of processing on the relationship between type of influence technique and compliance or on the other investigated relationships in this study. Furthermore, positive mood moderated the relationship between type of influence technique and compliance. In addition, the study revealed a significant moderating effect of buying motivation. In case of a negative buying motivation (e.g. painkillers), one has a greater compliance as opposed to a positive buying motivation (e.g. chewing gum).
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69348
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