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4- Binding Communication

The document discusses strategies for influencing behavior through commitment and binding communication. It outlines techniques such as 'foot in the door', 'priming', 'lure', and 'door in the nose', emphasizing the importance of preparatory acts and favorable contexts for commitment. Examples from real-life scenarios and case studies illustrate how these techniques can be applied effectively.

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4 views

4- Binding Communication

The document discusses strategies for influencing behavior through commitment and binding communication. It outlines techniques such as 'foot in the door', 'priming', 'lure', and 'door in the nose', emphasizing the importance of preparatory acts and favorable contexts for commitment. Examples from real-life scenarios and case studies illustrate how these techniques can be applied effectively.

Uploaded by

anh đặng châu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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PART 4

commitment- binding
communication

Eric Boutin

2024-2025
How do you get someone to do what you
want him to do?
• Authority, power :
• Possible in hierarchical contexts
• Argumentation - rhetoric
• Arguments will change ideas
• Ideas once modified will change behavior
• commitment
• The man acts according to his previous acts
• We make him do a little nothing, a preliminary act in a context of freedom
How do you get someone to
do what you want himto do? authority

attitudes behavior

3
2
Preparatory act
argumentation
3
commitment
Honey sweets at
the Provencal
market
Binding communication process
Me The lady on the market
1- Preparatory act • 1- Do you love animals ?
• 2- Yes Context of freedom

Labeling • 3- There are still generous people


consistency 2- final act • 4- do you agree to give me $ 2 ?
• 5- It is to buy food for my little rabbits
• 6-
•
Stop sucking
your thumb
Binding communication process
My Daughter Me

I suggest my daughter to do an experiment


Of course
Stop sucking your thumb for 1 minute?
Easy
… Well done
2 hours later ………..
Do you agree to do a new experiment ? :
I put the stopwatch. I stop it when you suck your thumb
Finish to suck thumb
Lewin’s contribution
• Work context
After World War II american government ask American families to consume
organ meats (offal) to avoid problems of malnutrition and food deficiency.
• Kurt LEWIN (Michigan State University) conduct an experiment

8
Lewin
1- argumentation 2- commitment

young women are brought together and a speaker uses arguments to


convince them of the interest in cooking offal.

The debate over, the young women At the end of the session, the
say they are ready to serve offal young women who are volunteer to
and are convinced of the need to serve offal are asked to raise their
do so. hands.
… …
Asked three weeks later, only 3% interviewed three weeks later, 32%
said they had served offal. of them say they served offal.

9
Principle of commitment:
example of a foot in the door
• Preparatory act: inexpensive
behavior, it is accepted by
everyone. This act allows you to
attribute a trait to yourself
• A much more expensive act is
subsequently requested
• commitment takes place in a
favorable context
Positive context for commitment
• Liberty
• "you are free to refuse ..." to answer positively to the first question
• Social visibility
• the preparatory act must be public and not anonymous (petition, signed).
• Irrevocability
• we are more committed if we can't go back
• repetition
• an act will be even more binding if you have performed it several times
• Avoid external justifications
• an act will no commit if it refer to monetary rewards or punishments.
Commitment techniques
• Foot in the door
• Priming
• Lure
• Door in the nose
Foot in the door

The foot in the door


consists in asking for an
inexpensive action from a
person and then asking
him / her for the real final
action which is more
expensive.
Priming

• We offer an experiment to students


• we inform them from the start that the experiment starts at
7:00 a.m.
• we wait for their agreement before informing them of the real
departure time
Priming
• Omission of certain information during the purchase
Lure You lure a custumer with a pair of shoes at
a great price

Youbtell him that they are not available

The seller then offer an equivalent pair of


shoes but not at the same price
The door in the nose
• Formulate an expensive first request which is refused

• Then formulate a less expensive request which will


be accepted
Commitment techniques in real life

https://docs.google.com/forms/d/e/1FAIpQLSeeZkhnkJ5Jtu6N
wgEFcJPtXCCGsMSL7v67Ep6HQDibFR0X8A/viewform?vc=0&c=
0&w=1&flr=0
Exercice 1 : Environment non
governmental organizations
• https://www.footprintnetwork.org/
• https://www.earthisland.org/
• https://www.amazon.com/Tractive-Mini-GPS-Cat-Tracker/dp/B0C75D8QZ9/ref=sr_1_1_sspa?
adgrpid=82197444435&hvadid=673436578684&hvdev=c&hvlocphy=1028580&hvnetw=g&hvqmt=b
&hvrand=7751858048033462888&hvtargid=kwd-
46337732&hydadcr=22333_13507820&keywords=pet%2Btracker&qid=1697639498&sr=8-1-
spons&sp_csd=d2lkZ2V0TmFtZT1zcF9hdGY&th=1
How do these websites mobilize commitment to get you act for the cause
they defend?
Comitment technique example
Foot in the door
priming
lure
Door in the nose
Case study : your e-commerce website
• Choice of the product:
• you want to create a e-commerce website that sells the products of your choice : perfume, clothes,
watch, shoes…

• Your job:
• Introduce into your web site the commitment dimension. You can design these web pages though word
or through html page.

Comitment technique example


Foot in the door
priming
lure
Door in the nose

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