The Effects of Altercasting and Counterattitudinal Behavior on Compliance: A Lost Letter Technique Investigation

Monique Mitchell Turner, John A. Banas, Stephen A. Rains, Suahn Jang Cho, Jessica L. Moore, Dan Morrison

Research output: Contribution to journalArticlepeer-review

Abstract

A field experiment was conducted to test the effectiveness of altercasting (Weinstein & Dutschberger,  1963 ) as a compliance-gaining technique. The central hypothesis predicts that positive altercasting messages should produce greater compliance than direct requests. Following Milgram's ( 1969 ) lost letter technique, 2,400 ostensibly “lost” letters were placed on car windshields throughout a metropolitan area along with a business card containing a handwritten altercasting or direct request message to mail the letter. The frequency of letters returned was used as a primary measure of compliance. The results do not demonstrate the effectiveness of altercasting as a compliance-gaining technique; on the contrary, they indicate that negative altercasting significantly reduces compliance.
Original languageAmerican English
JournalCommunication Reports
Volume23
DOIs
StatePublished - Apr 9 2010

Keywords

  • Altercasting
  • Compliance
  • Milgram

Disciplines

  • Social and Behavioral Sciences

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