23.06.

2023, 12:35 Marwell and Schmitt's Compliance-gaining Strategies

How we change what others think, feel, believe and do

| Menu | Quick | Books | Share | Search | Settings |

Marwell and Schmitt's Compliance-gaining

Strategies
 
Techniques > General persuasion > Using repetition > Marwell and Schmitt's Compliance-gaining Strategies
Sixteen tactics | Five basic categories | See also
 

Marwell and Schmitt identified sixteen strategies that are used in persuasion. They later added a
shorter list of five categories.

Sixteen strategies
These are the sixteen methods which Marwell and Schmitt suggested as being the primary ways
by which people persuade others. While these have been criticized and perhaps superceded, they
also have been very influential in other thinking about persuasion.

Reward / Promise
A reward is promised in return for desired action.

eg. If you buy today, I'll add an extra discount.

Punishment / Threat
A punishment or otherwise uncomfortable and unwanted event is promised if desired action is not
taken.

eg. If you can't buy today, I won't be able give you a discount.

Positive Expertise
Taking the position of an expert, speaking with unchallengeable authority about reward that will
be gained when the desired action is taken. This differs from the straight 'reward' category as the
positive reward described here is something that is an external factor and is out of control of the
influencer.

eg. If you buy today, there is a special discount the company is offering.

Negative Expertise
Taking the position of an expert, speaking with unchallengeable authority about punishment or
bad things that will occur if the desired action is not taken. This differs from the straight
'punishment' category as the negative effect described here is something that is an external
factor and is out of control of the influencer. In other words, the influencer (and the target) will be
unable to stop it happening.

eg. If you don't buy today, the company is putting up the price tomorrow.

Liking / Ingratiation

https://changingminds.org/techniques/general/overall/marwell_schmitt_strategies.htm 1/7
23.06.2023, 12:35 Marwell and Schmitt's Compliance-gaining Strategies

This involves being friendly in order to get the person into a good frame of mind for buying. This
results in them feeling an obligation to repay your kindness or otherwise help you as a friend, just
as you have helped them.

eg. How are you? Come and have a coffee.

Gifting/Pre-giving
A gift of some kind is given to the person before trying to persuade them. This results in them
feeling an obligation to give something to you in return.

eg. Here, have one of our special pens. They are really good quality.

Debt
Reminding the person that they are obliged to repay you for some past help you have given
them. This is different to 'liking' or 'gifting' as it involves telling the person they are obliged, as
opposed to assuming they will intrinsically feel obliged by themselves.

eg. Well, I've spent a lot of time with you on this. I think you owe me a decision today.

Aversion Stimulation
Repeatedly punish the person or otherwise make them feel uncomfortable until they concede and
do as you want them to do. Nagging is like this.

eg. You know you'll get in trouble at home if you don't decide. They are probably already
wondering where you are. If you don't return with a deal you'll get even more trouble
there...

Moral Appeal
Imply that making the decision required would be moral, or that not doing so would be immoral.

eg. Buying today will be the right thing to do. Any delay will just cause other people
ongoing problems.

Positive Self-feeling
Suggest that complying will make them feel good about themselves, both for the taking the
action and knowing that they made a good decision.

eg. Imagine taking this home today. Wouldn't that feel so good?

Negative Self-feeling
Suggest that not complying will make them feel worse about themselves, both that they will feel
bad about not doing as you suggest and that they will regret not making the decision you
suggest.

eg. If you don't buy this now, you'll be kicking yourself by tomorrow.

Positive Altercasting
Suggesting that any person who has desirable qualities such as being intelligent, ethical, etc.
would make the decision you want them to make.

eg. Anybody with an ounce of sense would know this is a great buy.

https://changingminds.org/techniques/general/overall/marwell_schmitt_strategies.htm 2/7
23.06.2023, 12:35 Marwell and Schmitt's Compliance-gaining Strategies

Negative Altercasting
Suggesting that the only type of person who would not do as you suggest would have undesirable
negative qualities, such as stupidity, poor ethics, etc.

eg. Only an idiot would pass this deal by.

Altruism
Appealing to their kindness, suggesting that to take the action would be helpful to you or other
people.

eg. Look, to tell the truth, I am desperately low on my sales targets. Buying today would
help me so much.

Positive Esteem of Others

Indicate that if they do as you suggest, then other people will think well of them, considering
them clever, powerful, etc.

eg. If you take this home today, you'll be the envy of all your friends.

Negative Esteem of Others

Indicate that if they do not do as you suggest, then other people will think less of them,
considering them stupid, unethical, etc.

eg. If you walk away without buying this now, your family will not be happy with you.

Five basic categories

From these sixteen tactics, Marwell and Schmitt derived five basic categories of usage.

Rewarding activity
This involves suggesting that the person will gain in some way if they comply with your request,
and that they will consequently feel good.

Punishing activity
This involves suggesting that the person will lose out or otherwise feel punished in some way if
they do not do as you suggest, resulting in them regretting their non-compliance.

Expertise
This leads to the person thinking that they are expert or have some special knowledge that allows
them to make the right decision.
Activation of impersonal commitments
This uses an appeal to the person internal commitments, for example suggesting they will feel
bad about themselves if they do not comply with your suggestion.
Activation of personal commitments
This provokes thought about the person's commitments to others, including you, for example
reminding them of their obligations.

See also
Obligation principle
 

https://changingminds.org/techniques/general/overall/marwell_schmitt_strategies.htm 3/7
23.06.2023, 12:35 Marwell and Schmitt's Compliance-gaining Strategies

Marwell, G. and Schmitt, D.R. (1967). Dimensions of compliance-gaining behavior: An empirical

analysis. Sociometery, 30, 350-364.
 

Site Menu
| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook |

Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

Search
 

You can buy books here

More Kindle books:

And the big

paperback book

Look inside

Please help and share:

https://changingminds.org/techniques/general/overall/marwell_schmitt_strategies.htm 4/7
23.06.2023, 12:35 Marwell and Schmitt's Compliance-gaining Strategies

Quick links

Disciplines Principles
* Argument * Principles
* Brand management
Explanations
* Change Management
* Coaching * Behaviors
* Communication * Beliefs
* Counseling * Brain stuff
* Game Design * Conditioning
* Human Resources * Coping Mechanisms
* Job-finding * Critical Theory
* Leadership * Culture
* Marketing * Decisions
* Politics * Emotions
* Propaganda * Evolution
* Rhetoric * Gender
* Negotiation * Games
* Psychoanalysis * Groups
* Sales * Habit
* Sociology * Identity
* Storytelling * Learning
* Teaching * Meaning
* Warfare * Memory
* Workplace design * Motivation
* Models
Techniques * Needs
* Assertiveness * Personality
* Body language * Power
* Change techniques * Preferences
* Closing techniques * Research
* Conversation * Relationships
* Confidence tricks * SIFT Model
* Conversion * Social Research
* Creative techniques * Stress
* General techniques * Trust
* Happiness * Values
* Hypnotism
Theories
* Interrogation
* Language * Alphabetic list
* Listening * Theory types
* Negotiation tactics And
* Objection handling
– About
* Propaganda
– Guest Articles
* Problem-solving
– Blog!
* Public speaking
– Books
* Questioning
– Changes
* Using repetition
– Contact
* Resisting persuasion
– Guestbook
* Self-development
– Quotes
* Sequential requests
– Students
* Storytelling
– Webmasters
https://changingminds.org/techniques/general/overall/marwell_schmitt_strategies.htm 5/7
23.06.2023, 12:35 Marwell and Schmitt's Compliance-gaining Strategies

* Stress Management  
* Tipping
* Using humor
* Willpower

| Home | Top | Menu | Quick Links |

Выбрать язык
Технологии Переводчик

Search
© Changing Works 2002-2023
Massive Content — Maximum Speed

Site Menu
| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook |

Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

Search
 
 

Please help and share:

Quick links

Disciplines Principles
* Argument + Principles
* Brand management
Explanations
* Change Management
* Coaching * Behaviors
* Communication * Beliefs
* Counseling * Brain stuff
* Game Design * Conditioning
* Human Resources * Coping Mechanisms
* Job-finding * Critical Theory
* Leadership * Culture
* Marketing * Decisions
* Politics * Emotions
* Propaganda * Evolution
* Rhetoric * Gender
* Negotiation * Games
* Psychoanalysis * Groups
* Sales * Habit
* Identity
https://changingminds.org/techniques/general/overall/marwell_schmitt_strategies.htm 6/7
23.06.2023, 12:35 Marwell and Schmitt's Compliance-gaining Strategies

* Sociology * Learning
* Storytelling * Meaning
* Teaching * Memory
* Warfare * Motivation
* Workplace design * Models
* Needs
Techniques
* Personality
* Assertiveness * Power
* Body language * Preferences
* Change techniques * Research
* Closing techniques * Relationships
* Conversation * SIFT Model
* Confidence tricks * Social Research
* Conversion * Stress
* Creative techniques * Trust
* General techniques * Values
* Happiness
* Hypnotism Theories
* Interrogation * Alphabetic list
* Language * Theory types
* Listening
And
* Negotiation tactics
* Objection handling – About
* Propaganda – Guest Articles
* Problem-solving – Blog!
* Public speaking – Books
* Questioning – Changes
* Using repetition – Contact
* Resisting persuasion – Guestbook
* Self-development – Quotes
* Sequential requests – Students
* Storytelling – Webmasters
* Stress Management  
* Tipping
* Using humor
* Willpower

| Home | Top | Menu | Quick Links |

Search
© Changing Works 2002-2023
Massive Content — Maximum Speed

https://changingminds.org/techniques/general/overall/marwell_schmitt_strategies.htm 7/7