Effizienz der Direktansprache bei der Führungskräftevermittlung
Ein Vergleich verschiedener Compliance-Techniken
Abstract
Zusammenfassung. In der Sozialpsychologie wird eine Reihe von Kommunikationsstrategien beschrieben, die den Zweck verfolgen, Einstellung oder Verhalten einer Person in Richtung der Ziele des Kommunikators zu verändern. Besondere Aufmerksamkeit haben in der Persuasionsforschung die sog. Compliance-Techniken erfahren (Cialdini, 2013), die eine Person dazu bewegen sollen, der Bitte einer anderen Person nachzukommen. Drei dieser Gesprächstechniken, die Foot-in-the-Door-Technik (FITD), die Door-in-the-Face-Technik (DITF) und die Hard-to-Get-Technik (HTG), werden hier auf ein neues Anwendungsfeld übertragen, nämlich auf die telefonische Direktansprache von Kandidaten bei der Führungskräftevermittlung. In einem Feldexperiment mit insgesamt 128 potenziellen Jobkandidaten wird überprüft, ob die drei genannten Gesprächstechniken erfolgreicher sind als eine Standard-Ansprache, welche keinen Gebrauch von diesen Techniken macht. Der Vorteil der Compliance-Techniken gegenüber der Standard-Ansprache ist insgesamt betrachtet von mittlerer Stärke. Einzeln betrachtet erzeugt die FITD-Technik das höchste Interesse an dem Jobangebot, gefolgt von der HTG-Technik und der DITF-Technik. Die letztgenannte Technik erbringt keinen signifikant höheren Persuasionserfolg als die Standard-Ansprache. Neben theoretischen Implikationen der Ergebnisse werden Möglichkeiten zur Verbesserung der telefonischen Direktansprache im kommerziellen und nicht-kommerziellen Sektor diskutiert.
Abstract. Social psychology has documented a large set of communication strategies aimed at changing a target person’s attitude or behavior toward the goals of the communicator. Persuasion research has paid special attention to the so-called compliance techniques (Cialdini, 2009) designed to make a person agree to the request of another person. Three of these techniques, namely, foot-in-the-door (FITD), door-in-the-face (DITF), and hard-to-get (HGT), are applied to a new field, that is, canvassing candidates by phone in the area of executive search. In a field experiment with 128 potential job candidates we tested whether these compliance techniques were more efficient than a standard telephone interview that made no use of these techniques. Results showed a moderate general advantage of the compliance techniques over the standard interview. FITD generated the highest compliance rates of the candidates, followed by HTG and then DITF. Beside theoretical considerations, practical implications of the results are discussed for telephone marketing in profit and non-profit sectors.
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