Applying the door-in-the-face compliance technique to retailing

Abstract

The door-in-the-face (DITF) approach, a sequential compliance technique in which a large request is followed by a more moderate request, has been shown to increase compliance in a variety of non-business situations. The aim of this study is to investigate whether the DITF technique could also be used to increase sales in a retailing context. A field experiment outside an alpine hut was conducted. A total of 375 consumers participated in the experiment. As they passed by the entrance to the mountain hut, they were approached by an experimenter who invited them to buy some home-made cheese. In the experimental groups the DITF technique was used by the salesperson. The results show that the DITF technique can lead to a significant increase in the number of consumers making a purchase. Furthermore, it was found that this compliance technique is even more effective when it is used by a highly credible seller and when the seller points out that the more moderate request constitutes a concession. The large effect of the DITF intervention (the number of consumers making a purchase increased 15 to 40 percentage points over the control group) suggests that this technique could be used successfully in retailing.