11.09.2023 Media industry
Selfish Trap: A New Social Influence Technique
Krzysztof Fiedorek
Three psychologists from SWPS University have described a social influence method suggesting people are more willing to complete a task if it highlights a quality important to them, such as loyalty, intelligence, or rationality.

What is the selfish trap technique? Dariusz Doliński, Tomasz Grzyb, and Wojciech Kulesza from SWPS University explain that its effectiveness depends on how the request is made. It should be framed so that individuals who consider themselves intelligent feel compelled to comply. Refusal should make them feel they lack the quality in question.
Even as children, we unknowingly fall into this trap, but adults are just as susceptible. To test this, the researchers conducted two experiments.
Not a Compliment, Nor a Coincidence
In the first experiment, the researchers tried to pressure people into filling out a survey. They used the term "intelligence" because most people see themselves as intelligent, and belief in one’s intellectual abilities is important for self-esteem. The researchers hypothesized that referencing this trait would make people more inclined to agree. The study included 532 participants, both women and men.
- In the first part, the researcher approached individuals at a bus stop, asking them to complete a survey needed for academic credit.
- In the second part, the researcher expanded the request, stating the survey was intended for intelligent people.
In the first part, 174 out of 532 participants (about 33%) agreed to participate. In the second part, 279 participants (over 52%) complied. The difference between these results was statistically significant.
- First, the design of the initial experiment allowed for multiple interpretations, such as seeing it as a compliment. The statement mentioned seeking intelligent people, and the person was implied to be one of them. The second experiment eliminated these doubts, explains Prof. Dariusz Doliński, one of the study authors, in a summary published on SWPS University`s website. - Second, when two experiments with different scenarios yield similar patterns, the researcher gains confidence that it’s not a coincidence. Third, if only the first experiment were conducted, doubts might arise as to whether the technique works only for gaining consent to participate in a survey and not for more significant decisions.
Rationality? We Like to Have It
The next phase of the study tested whether appealing to participants` sense of rationality would be equally compelling. The results were just as clear.
In the first scenario, a car dealership employee called a client, asking if they wanted to schedule a vehicle inspection at an authorized service center. If the client agreed, an appointment was made. In the second scenario, the conversation was identical, but the employee added that studies show rational customers prefer authorized service centers.
In the first scenario, 25 out of 60 participants (about 42%) agreed to the inspection. In the second scenario, 43 out of 60 participants (nearly 72%) agreed. Observing actual behavior, 22 participants (over 36%) from the first group showed up for the inspection, compared to 40 participants (over 66%) in the second group.
Opportunities and... Risks
The SWPS researchers emphasize that the selfish trap is not inherently unethical. It can be used for positive purposes, such as discouraging harmful habits, adopting healthier routines, or supporting important causes. However, it can also be employed as a manipulation technique.
- For any influence technique, reflection is the best defense. One should avoid acting automatically and instead consider whether the suggestion aligns with their values and personal interests, explains Prof. Doliński in the study’s summary. - If the balance is negative, a response such as "Perhaps some intelligent people do this, but others do not. I belong to the latter group, thank you for the suggestion, but I’ll pass" is sufficient.
The concept of the selfish trap, a new social influence technique not previously described in literature, was presented by SWPS University psychologists Professors Dariusz Doliński, Tomasz Grzyb, and Wojciech Kulesza in the journal Social Influence.
source: SWPS University
COMMERCIAL BREAK
New articles in section Media industry
Greenwashing storms media in Poland. Business feel the impact too
BDw
A surge in media coverage reveals a new reality: ESG isn't just a corporate responsibility buzzword anymore - it's a battlefield. According to the Institute of Media Monitoring (IMM), Polish media mentioned "greenwashing" in 619 publications and "eco-hypocrisy" in another 545 in Q1 2025.
Algorithmic personalization study. Who and how understands digital media
KFi
Most internet users believe that everyone sees the same content online. Meanwhile, algorithms personalize messages so effectively that a young woman with higher education receives different information than her father. Researchers reveal who truly understands the mechanisms.
Digital media addiction. Why the brain can’t cope
KFi
Digital media can hijack the brain's reward system in ways similar to drugs and alcohol, warned psychiatrist and author Anna Lembke. She emphasized that compulsive use of digital platforms can become a serious addiction. Not just a bad habit or risky behavior.
See articles on a similar topic:
Future of Public Media. Who Will Be Data Ethicists and VR Designers?
KFi
How does the future of work in media look? Here are professions that do not yet exist but will soon become essential. The report "Future Jobs at PSM: Competencies and Professions for the Media of Tomorrow," prepared by the European Broadcasting Union (EBU) and Rai Ufficio Studi, outlines key changes awaiting the public media sector in the coming years.
Streaming Services. Rapid Growth of Subscribers in Poland
RINF
Compared to 2020, 20% more Poles declared having a subscription to video streaming services in 2021, according to the *Digital Consumer Trends 2021* report published by Deloitte.
Social Media and Relationships. Interesting Research from Palestine
KFi
What does love look like in the digital age? Does technology bring people closer or push them apart? In an era where Facebook and Instagram replace dinner table conversations, social media has become a new space for marital relationships. Researchers from An-Najah National University examined how technology can build bonds but also sow uncertainty.
Journalism and Technology. How Indian Newspapers Fight to Survive
KFi
The COVID-19 pandemic accelerated the transformation of India's press industry. Traditional print media, forced to fight for survival, adopted modern technologies ranging from data analysis to artificial intelligence. How do journalists adapt to new roles, and how do media redefine their future in the digital age? Researchers from the Symbiosis Institute of Media & Communication have explored these questions.