FITD

Foot-in-the-door (FITD) is a compliance technique used in social psychology, marketing, and persuasion. In FITD, an individual is first asked to comply with a small, easily granted request. After agreeing, the requester makes a larger, related request. The initial agreement increases the likelihood that the second, more demanding request will be accepted, often because the person has begun to see themselves as cooperative and wants to remain consistent with that self-image.

Originating in the work of Freedman and Fraser in 1966, FITD was demonstrated in experiments where households that signed a petition (a small commitment) were more likely to later agree to display a large, unattractive yard sign. The standard sequence is a modest initial ask followed by a larger target request. The relatedness of the two requests and the social-psychological drive for consistency underpin the effect.

Effectiveness depends on several factors, including the perceived relatedness of the requests, the public nature of the commitments, the timing between requests, and the target’s self-concept. When initial compliance is public, the commitment tends to be stronger. Conversely, if the first request is seen as manipulative or unrelated, the effect diminishes.

Applications of FITD include fundraising, sales, public health campaigns, and behavioral interventions. Ethical considerations focus on the potential for manipulation and respecting autonomy; practitioners emphasize transparent intent and voluntary participation, balancing persuasive goals with informed consent. Related techniques include the door-in-the-face approach and low-ball strategies.