This method seems a little scary because it was used in brainwashing techniques in 1940s Nazi Germany propaganda. The idea is that if someone will comply with a small request then they are likely to comply with a larger request later. Obviously, not all foot-in-the-door methods are unethical. The famous test was conducted by Jonathan Freedman and Scott Fraser when they went to homeowners in Palo Alto asking them if they would put up a large sign in their yards that said, “Drive Carefully.” Only 17% said yes. The second group was asked to place a small 3” sign in their windows advocating safe driving. They almost all agreed. Then, after two weeks that second group was asked to put up a large sign advocating safe driving and 76% of them said yes. This was proof that this method does, in fact, work. At the core of this method is the principle of commitment and consistency which serves as the customer’s first action. This sets the precedent for their behavior and attitude toward the brand. They almost feel obligated to complete a second task asked of them by the brand since they’ve already committed to them. In order for this to work in marketing the first action must bevoluntary! If the first action is public, personal, or expensive, the more likely they will commit to a second action. Here are some ways to invest in the foot-in-the-door method.