【管理辞典】以退为进法 / “Door-in-the-face” Technique

「释义」

以退为进法是一个主要出现在社会心理学中的讨价方式。劝说者通过提出一个会被拒绝的离谱要求来让被劝说者同意第二个较为合理的请求，较之单独提出“合理的请求”更容易获接受。因为这一理论中提出离谱要求就像被人关在门外，而在英语称为“door-in-the-face”。 

「应用场景」

为什么人们在拒绝了一个更大的要求后，会变得愿意考虑第一个请求呢？根据Cialdini和他的团队的观点，当我们从一个极端的要求中退缩，要求更少的时候，对方会把这看作是一种让步，并觉得有义务对等。对等的准则迫使我们试图以实物回报别人 "给予 "我们的东西，从帮忙、邀请到谈判中的让步。文化人类学家认为，互惠的驱动力在人类历史进程中被硬生生地植入我们的大脑，因为它让我们在 "人情网 "中共享资源和技能。

Why did people become so willing to agree to consider the significant request after turning down a much larger one? According to Cialdini and his team, when we back down from an extreme request and ask for less, the other party views this as a concession and feels compelled to reciprocate it. The norm of reciprocity compels us to try to repay in kind what someone else has “given” us, from a favor to an invitation to a concession in negotiation. Cultural anthropologists believe the drive to reciprocate was hardwired into our brains over the course of human history because it allowed us to share resources and skills in a “web of indebtedness.”

在谈判和说服的背景下，Cialdini把用温和的要求来跟进极端要求的策略称为 "以退为进法"(DITF)，重现了房主在销售人员提出荒谬要求后当面摔门的形象。研究表明，如果谈判者在提出极端要求后再提出一个比较温和的要求，后者很可能被接受。

In the context of negotiation and persuasion, Cialdini refers to the strategy of following up an extreme request with a moderate one the “door in the face” (DITF) technique, playing on the image of a homeowner slamming the door in a salesperson’s face after she makes a ridiculous request. Research suggests that if a negotiator follows up the extreme request with a more moderate one, the proverbial door may stay open.

以上文字选自

The Door in the Face Technique: Will It Backfire?

哈佛法学院谈判项目工作人员(PON Staff) | 文

马冰仑 丨编辑