Compliance refers to the act of responding favorably to an explicit or implicit request offered by others. [1] The request may be explicit, such as a direct request for donations, or implicit, such as an advertisement promoting its products without directly asking for purchase. In all cases, the target recognizes that he or she is being urged to respond in a desired way.
To study the compliance professions from the inside, Cialdini (2001) [2] joined training programs of a different compliance professions (sales, advertising, public relations, etc.) and started the participant observation. He found that some principles are commonly used to increase the probability of successful compliance, including reciprocation, credibility, liking/friendship, scarcity and social validation.
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