In 1966, Jonathan Freedman and Scott Fraser demonstrated that agreeing to a small request substantially increases compliance with a much larger request later — the foot-in-the-door phenomenon.

The Study

Researchers contacted homeowners and asked them to put a small, tasteful sign in their window supporting safe driving. Two weeks later, they asked a different question: would the homeowners allow a large, ugly billboard to be installed on their front lawn reading "DRIVE CAREFULLY"?

• People who had agreed to the small sign: 76% agreed to the billboard
• People asked only about the billboard: 17% agreed

Why It Works: Commitment and Consistency

Once people take a small action, they revise their self-concept — "I am someone who supports safe driving." The larger request then aligns with that identity, making refusal inconsistent with who they believe themselves to be.

Applications and Warnings

• Sales (free trial → subscription)
• Political activism (sign a petition → donate → canvass)
• Cult recruitment: small, incremental commitments build before large ones are requested

Reference:

Wikipedia: Foot-in-the-Door Technique

https://en.wikipedia.org/wiki/Foot-in-the-door_technique