Selfish Trap: A New Social Influence Technique

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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.

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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