Influence: The Psychology of Persuasion (Collins Business Essentials)

by Robert B. Cialdini

Let’s reexamine a pair of earlier examples to get a sense of how the process works. First, let’s return to the Regan study, where we find that the favor causing subjects to double the number of raffle tickets purchased from Joe was not one they had requested. Joe had voluntarily left the room and returned with one Coke for himself and one for the subject. There was not a single subject who refused the Coke. It is easy to see why it would have been awkward to turn down Joe’s favor: Joe had already spent his money; a soft drink was an appropriate favor in the situation, especially since Joe had one himself; it would have been considered impolite to reject Joe’s thoughtful action. Nevertheless, receipt of that Coke produced an indebtedness that manifested itself clearly when Joe announced his desire to sell some raffle tickets.