Want a Little? Ask for a Lot

If you want someone to comply with a request, getting them to say no can be a good start.

This behavior is the result of two powerful principles.

The rule of reciprocity means that people have a natural tendency to make a concession to someone who has made a concession to them. If someone declines to comply with a larger request, countering with a smaller request is seen as a concession. When this concession is offered, people feel obligated to reciprocate with a concession of their own.

The second principle this taps into is contrast. The lesser request appears even smaller when it is compared to a larger request.

Influence: The Psychology of Persuasion by Robert B. Cialdini offers a fascinating look at the increasing number of mental shortcuts we take every day. This classic book on the science of influence identifies the six principles of persuasion, explains why they work, and shows how marketers can, and do, use them.