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persuasion The developer then rrioves in and offers a much more reasonable price-say $430,000-which, after some negotiating, is accepted. Labor negotiators frequently deploy this tool as well. They begin with extreme demands that they expect to be turned down. Abruptly, they repeat a series of smaller demands, or concessions, which will then be more easily accepted. These smaller demands are the real target of the labor group. The doorintheface technique can also save you from lots of headache and hassle. You can get people to go from hating you to thanking you for the same exact thing. For example, when I assign my college students a ten page final paper, it makes the students tense and vocal. They complain about time, length, font size, etc. You name it; they'll bring it up. I was getting tired of the complaining, so I changed the way I approach the subject of the paper. I use this principle: I bring up the paper and wait for the moans, but then I tell them this twentypage paper will have to include the following.... The uproar starts: "Twenty pages! I won't have time for that!" I then graciously acquiesce and tell them if they promise to do a great, concise paper with the proper research, I will make it only ten pages. The cheers erupt and everyone is happy. The students see the tenpage paper as a great deal compared to the twentypage paper. Now the students thank me rather than hate me. Many times, we can fly under the radar with the contrast principle.
There is a theory called the "Just Noticeable Difference" (JND),7 which means the minimum amount of difference in the intensity of the stimulus that can be detected. What does this mean? How much can you raise the price of a product without anyone noticing? How many ounces can you take out of a can of soup before people start to catch on? Can we really tell the difference between 21 ounces and 20.25 ounces? Many marketers would rather change the packaging and offer less of their product than resort to charging more. When we don't notice the difference, we think we are getting the same deal. Just the opposite is true if we want to promote a new, largersize product or a significant price reduction. In this case, we want to pass that threshold and make the change extremely noticeable. This is also true for taste. Companies want the best taste for the lowest cost. The quality of the ingredients causes people to notice or not notice the quality of the product. Comparison Effect: Taking Their Temperature The last form of contrast is the more general Comparison Effect. This is closely related to the doorintheface technique except that instead of presenting an outrageous request upfront, the persuader presents his prospects with an undesirable form of what they are looking for. Then, when the good (or even mediocre) item is presented, the prospect grabs hold of the offer a lot faster. The Comparison Effect focuses on how the prospect is able to compare two options simultaneously and come to the conclusion that the second option really is desirable. persuasion