Keywords

Compliance gaining, Expectancy disconfirmation, Norm of reciprocity, Psuedo altruism

Abstract

The current study examines the roles of expectancy disconfirmation and pseudo-altruistic behaviors as communication strategies to increase receiver compliance, and their effects on perceptions of the source, including credibility and likeability ratings. While adding to the previous research, this investigation examines the effects on compliance when pseudo-altruistic practices are employed in a sales situation. Additionally, subjects’ compliance responses in the treatment groups are analyzed for relationships between compliance and several possible mediators, including participant’s evaluations of the source, and feelings of obligation and guilt. A focus group was held to discuss the face validity of the scenarios. Additionally, a pilot study was conducted to verify the operationalization of the independent variable, and to reveal any items that needed to be modified before the actual study was conducted. 141 undergraduate students were assigned to one of six treatment groups, and responded to the scenario and questionnaire. Five-point Likert type scales were used for the source factor and compliance items, and seven-point semantic differential scales were used for the items which measured source perceptions. Additionally, an optional open-ended item was employed for subjects to explain the motives behind their decisions. Analysis of the data showed that participants in the pseudo-altruistic treatment conditions were more likely to return to Store or Dealership A, or tipped the server more than usual. They also rated the source as more expert and of higher character in the treatment groups that the neutral, control groups. This increase in compliance was consistent across all three scenarios. Regression analyses also revealed that source factors including concern, helpfulness, unexpected behavior, expertise, character, honesty, and likeability predicted 26% of the compliance variance. In conclusion, subjects were more likely to comply in the pseudo-altruistic treatment condition, regardless of the scenario. Their compliance is attributed to feelings of liking and higher ratings of the source, which facilitated reciprocal altruism and benefited the salesperson or server for their selfless behavior.

Notes

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Graduation Date

2004

Semester

Spring

Advisor

Pryor, Albert

Degree

Master of Arts (M.A.)

College

College of Arts and Sciences

Department

Nicholson School of Communication

Degree Program

Communication

Format

application/pdf

Identifier

CFE0000067

URL

http://purl.fcla.edu/fcla/etd/CFE0000067

Language

English

Release Date

May 2004

Length of Campus-only Access

None

Access Status

Masters Thesis (Open Access)

Subjects

Arts and Sciences -- Dissertations, Academic; Dissertations, Academic -- Arts and Sciences

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Included in

Communication Commons

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