Influence: Science And Practice
“What might be startling to note, however, is that this simple rule is used in hundreds of ways by total strangers to get us to comply with their requests.The clearest illustration I know of the professional exploitation of the liking rule is the Tupperware party, which I consider a classic compliance setting. Anybody familiar with the workings of a Tupperware party will recognize the use of the various weapons of influence we have examined so far:Reciprocity. To start, games are played and priz...es won by the party goers; anyone who doesn’t win a prize gets to choose one from a grab bag so that everyone has received a gift before the buying begins.Commitment. Participants are urged to describe publicly the uses and benefits they have found for the Tupperware they already own.Social proof. Once the buying begins, each purchase builds the idea that other, similar people want the products; therefore, it must be good.All the weapons of influence are present to help things along, but the real power of the Tupperware party comes from a particular arrangement that trades on the liking rule.MoreLess
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