Compliance with a Request in Two Cultures: The Differential Influence of Social Proof and Commitment/Consistency on Collectivists and Individualists

Abstract

University students in Poland and the United States, two countries that differ in individualistic-collectivistic orientation, indicated their willingness to comply with a request to participate without pay in a marketing survey. Half were asked to do so after considering information regarding their own history of compliance with such requests, whereas the other half were asked to do so after considering information regarding their peers’ history of such compliance. This was designed to assess the impact of two social influence principles (commitment/consistency and social proof, respectively) on participants’ decisions. As expected, although both principles were influential across cultures, the commitment/consistency principle had greater impact on Americans, whereas the social proof principle had greater impact on Poles. Additional analyses indicated that this effect was due principally, but not entirely, to participants’ personal individualistic-collectivistic orientations rather than to the dominant individualistic-collectivistic orientation of their cultures.