Effects of Public Image Concerns and Self-image on Compliance

Whether compliance is affected by targets' impression management was investigated. A confederate approached male shoppers sitting either alone or with a female companion in an American shopping mall and attempted to convince the male shoppers to agree to purchase raffle tickets. The presence of a female companion was expected to heighten the male shoppers' concerns about public image. The effects of self-image on compliance were also examined, using foot-in-the-door (FITD) strategy. The shoppers who were with a female companion agreed to buy more tickets than the shoppers who were alone did, but compliance did not differ as a function of strategy. Thus, concerns about public image affected compliance more than concerns about self-image did.