The Foot In The Door Phenomenon

Most of us can recall times when, after agreeing to help out with a project, we ended up more involved than we ever intended, vowing that in the future we would say no to such requests.

How does this happen?

Experiments suggest that if you want people to do a big favor for you, start with a small favor first.

In the best-known demonstration of this foot-in-the-door principle, Social psychology researchers posing as safety-drive volunteers asked an ordinary Californian neighbourhood to permit the installation of a huge “Drive Carefully” sign in their front yards. Of this group, only 17 percent consented to the installation of the sign.

The other group was requested to display a much smaller 3-inch “Be a safe driver” sign on their front window. Nearly all in this group consented.

When approached two weeks later to allow the larger, uglier sign to be implanted in their front yards, more than 76 percent now consented.

What was the difference?

It was the foot in the door phenomenon: When you want a big favor done, start with a smaller favor first.

Other researchers confirmed this same phenomenon: When Toronto suburbanites were asked if they were willing to donate some money to the Cancer Society, 46 percent said they were willing. However, another group which was asked 24 hours before to wear a lapel pin publicizing the drive — 86 percent now donated.

Another study found residents of one middle-class Israeli city where 53 percent gave to a collection for the mentally impaired when approached by canvassers. However, two weeks earlier, other residents had been approached to sign a petition supporting a recreation center for the impaired; and among these, 92 percent now gave.

When a sample of registered voters all said “Yes” when asked a day before by Anthony Greenwald and team if they would vote in the upcoming elections, they were 41 percent more likely to vote compared to those not asked.

When blood-drive outbound reminder calls were ended with the words: “So we’ll count on seeing you this Saturday, then? [pause for response]” — 81 percent showed up, compared to 62 percent in the other group who were not given the 2 to 3 second pause for consent.

Marketing researchers and salespeople also discovered that this principle works even when we are aware that there is a profit motive involved. A harmless initial commitment such as returning a card for more information and a gift, or agreeing to listen to an investment possibility often moves us toward a larger commitment. Some companies even have the customer, rather than the salesperson, fill out the agreement form.

The effect of having the applicant fill out the form themselves increases the conversion rate.

Wording also plays a role; when a group of introductory psychology students were invited to participate in an experiment for 7:00 am the next morning — only 24 percent showed up. But if the students had already agreed to participate in the experiment without knowing the exact time but told afterwards — 53 percent now came. Over double the amount.

This interesting data shows that when people commit to a thing willingly and of their own accord, they are more than likely to go through with it.

They come to believe more strongly in the cause and usually live up to their commitments.

When they voluntarily agree to something, they tend to take more responsibility and accountability for it.

Read more in my new book! The Trials And Triumphs of Hyperachievers