Cialdini raamat
ness and power of this approach. Charitable organizations, for instance, will often
use progressively escalating commitments to induce individuals to perform major
favors. Research has shown that such trivial first commitments as agreeing to be
interviewed can begin a "momentum of compliance" that induces such later be-
haviors as organ or bone marrow donations (Carducci, Deuser, Bauer, Large, 8z Ra-
maekers, 1989; Schwartz, 1970).
Many business organizations employ this approach regularly as well. For the
salesperson, the strategy is to obtain a large purchase by starting with a small one.
Almost any small sale will do because the purpose of that small transaction is not
Is~a~ Small and Build
l © pa",!:~_~sed By Permission.
_ Chapter 3 COMMITMENT AND CONSISTENCY
profit, it is commitment. Further purchases, even much larger ones, are expected to
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