Social Labeling and the Foot-in-the-Door Effect

Summary The foot-in-the-door procedure, first experimentally proposed by Freedman and Fraser, increases compliance for a critical request by preceding it with an easier request. Self-perception theory has frequently been used to explain why the procedure is effective. Labeling of an individual's behavior by others also may influence that individual's self-concept. The present study combined a labeling technique with the foot-in-the-door procedure to see whether compliance would be altered. An easy request was first asked of individuals entering a university library, and after answering they were informed that their response was either helpful or not helpful. Control conditions were also carried out. With 120 university students serving as Ss, the results showed that a positive label produced significantly greater compliance, and a negative label produced significantly lower compliance, when compared to the typical (nonlabel) foot-in-the-door procedure.