How to Coach Yourself and Others How to Influence, Persuade and Motivate | Página 298

[4]A. Tversky and D. Kahneman, "Choices, Values, and Frames," American
Psychologist 39 (1984): 341–350.
[5]R. Cialdini and K. Ascani, "Test of Concession Procedure for Inducing Verbal
Behavioral and Further Compliance with a Request to Give Blood," Journal of
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[6]Alan N. Schoonmaker, Negotiate to Win: Gaining the Psychological Edge
(Englewood Cliffs, N.J.: Prentice Hall, 1999), p. 236.
[7]John Mowen, Consumer Behavior (New York: Macmillan, 1993), pp. 81–84.
[8]D. Kenrick and S. Gutierres, "Contrast Effects in Judgments of Attractiveness:
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[9]J. Freedman and S. Fraser, "Compliance Without Pressure: The Foot-intheDoor Technique," Journal of Personality and Social Psychology (1966): 195–
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How to Use the Rule of Contrast
By reviewing the examples that were just outlined, you can guess the
steps you need to take when employing this law. But let's try to simplify
the process a little bit by looking at a few different elements of the Rule of
Contrast.
Starting High
As the name "Starting High" suggests, make sure your initial request is
really big — not so big that it is totally unrealistic, but big enough that
you know you will get a "no." Then, follow this initial request with
smaller offers that will bring about the result you really desired all along.
For example, fundraising organizations often send letters asking for
donations in amounts that are usually pretty high for most people's pocket
books. Soon after the letter is sent out, the organization places a follow-up
telephone call. The person making the call asks whether the letter was
received and then makes a request for a smaller donation.

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