| Despite a prevalent belief that compliments are an effective compliance tactic, no studies have directly tested the effectiveness of compliments as a compliance strategy. Furthermore, potential mechanisms underlying the relationship between compliments and compliance have not been studied. The goals of the current research were to investigate the effectiveness of compliments as a compliance strategy, and to investigate the roles of two potential mechanisms, liking and reciprocity. In Study 1, participants received a compliment or did not receive one from a confederate who later asked them for a favour. Liking for the confederate was measured. As predicted, compliments increased compliance. Interestingly, individuals who were high in personal reciprocity demonstrated greater liking for the confederate, but less compliance. Study 2 was similar to Study 1, but the unique effects of three components of reciprocity (positive, negative, and beliefs) were examined. In Study 2, compliments increased liking but not compliance. Individuals who were high in positive reciprocity reported greater liking after receiving a compliment than individuals who were low in positive reciprocity. Study 3 employed a computer-mediated communication paradigm rather than face-to-face interactions. Study 3 also included an experimental manipulation of reciprocity using a priming procedure. Compliments increased both liking and compliance in Study 3. Reciprocity did not affect liking or compliance. Findings suggest that compliments are an effective compliance strategy and that liking is not the primary mechanism underlying the relationship between compliments and compliance. Although little support for the role of reciprocity as a potential mechanism was found, results have implications for the role of reciprocity on liking. |
