The lure technique: Generalization and moderating effects

IntroductionThe lure technique, first studied by Joule, Gouilloux and Weber (1989), involves three stages: (1) an individual is led to make a rewarding decision to realize a given behavior; (2) he is informed of the impossibility of realizing this behavior; (3) we propose making a new less rewarding decision based on another behavior (target-request).ObjectiveFive experiments are presented in this paper that tested the effect of the delay between the two requests, whether the same experimenter or a further made the second request and whether the two requests concerned or not the same specific goal.Method and resultsIn the experiments, the rewarding decision deals with participating in a paid and interesting research project (viewing a video before answering a questionnaire) and the target-request concerns participating in an unpaid and more tedious research project (copying symbols). As expected, the participants subjected to the lure technique were significantly more numerous to accept the target-request than the participants in the control group. This effect was obtained independently of the sex of the experimenter and the participants (Experiment 1), whether the same experimenter successively makes the first and second request or the two requests are made by two different experimenters (Experiment 2). It was also obtained when the initial request and the target-request do not concern the same specific goal (Experiment 3), but it is no longer obtained when a delay separates the target-request from the announcement of the impossibility of carrying out the first decision (Experiments 4 and 5).ConclusionThe discomfort aroused by the fact of not being able to carry out the first request and pressure to reduce such discomfort was used to explain the lure technique effect.