Impact of Source Strength on Two Compliance Techniques

Abstract

According to social impact theory (Latane, 1981), increasing the strength characteristics of a source of influence should result in increased influence on the target. Using two compliance paradigms, we suggest that this social impact prediction may hold true only when the underlying motive for compliance is due to some form of external impression management (as is hypothesized for the door-in-the-face technique). In this case, the strength of the source should, as Latane; predicted, intensify the effect. If, however, compliance is due to an internal motive, such as self-perception (as is hypothesized for the foot-in-the-door effect), we predict the source's strength characteristics will have little or no effect on compliance, even though the resulting compliance is due to the source's request. The results of a door-to-door zoo donation study lent support to both hypotheses. Implications for social impact theory and domain seeking are discussed.