Influence: The Psychology of Persuasion (Collins Business Essentials)

by Robert B. Cialdini

Satisfaction. Even though, on the average, they gave the most money to the opponent who used the concessions strategy, the subjects who were the targets of this strategy were the most satisfied with the final arrangement. It appears that an agreement that has been forged through the concessions of one’s opponent is quite satisfying. With this in mind, we can begin to explain the second previously puzzling feature of the rejection-then-retreat tactic—the ability to prompt its victims to agree to further requests. Since the tactic uses a concession to bring about compliance, the victim is likely to feel more satisfied with the arrangement as a result. And it stands to reason that people who are satisfied with a given arrangement are more likely to be willing to agree to further such arrangements.