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The FITD Effect
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Small actions of compliance can snowball.
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Introduction
The Foot-in-the-door effect (FITD) explains why people who first agree to a small request, are more likely to then agree to a second, larger one.
Why this works
Psychologists believe that FITD works due to the human tendency to feel involved or indebted to someone (or a company) after they’ve had some level of interaction with that person.
i.e., you are more likely to do favours for people that you know—so one small initial task helps to bridge that gap.
The pioneers of the method, Freedman and Fraser, described it as a method of compliance without pressure.
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Potential impacts
Conversion rates
- Small acts of compliance (which snowball) can improve overall conversion rates.
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Written by Peter Ramsey
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