Increasing compliance by improving the deal: The that's-not-all technique.

Seven experiments were conducted to demonstrate and explain the effectiveness of a compliance procedure dubbed the "that's-not-all " technique. The procedure consists of offering a product at a high price, not allowing the customer to respond for a few seconds, then offering a better deal by either adding another product or lowering the price. Experiments 1 and 2 demonstrated the effec-tiveness of this procedure over a control group that was given the better deal initially. The results of Experiments 3 and 4 suggested that this effectiveness may be partially explained through a norm of reciprocity that calls for the customer to respond to the seller's new offer. Experiment 5 results suggest that the effect also results from an altering of the anchor point subjects use to judge the new price. Experiment 6 results indicate the effectiveness of the procedure cannot be explained as the subject perceiving the lower price as a bargain. Finally, Experiment 7 examined the differences between the that's-not-all and the "door-in-the-face " procedures. Research on social influence processes has demonstrated the effectiveness of several compliance techniques that apparently have been understood and practiced by recruiters, salespersons, and con artists for many years (Cialdini, 1984). Among these