Psychological compliance techniques for marketing sports product / Vincent Parnabas … [et al.]

Parnabas, Vincent and Parnabas, Julinamary and Parnabas, Antoinette Mary and Mahamood, Yahaya and Fauzee, Mohd Sofian Omar and Haji Mohd Nor, Mohad Anizu (2018) Psychological compliance techniques for marketing sports product / Vincent Parnabas … [et al.]. ASEAN Entrepreneurship Journal (AEJ), 4 (1). pp. 137-148. ISSN 2637-0301 (e-ISSN)


The main purpose of this study is to identify the effectiveness of psychological compliance techniques approach to promote sports product to the customers. Therefore, this survey aims to determine the most preferred psychological techniques of promoting sports product. The instrument used for this study is a 20-item Psychological Compliance Techniques questionnaire which had been distributed to sports product managers. The questionnaire included 4 techniques of promoting such as Foot-In-The-Door, Lowball Technique, Door-In– Face-Technique and That’s-Not-All-Technique. The respondents consist of 75 managers, including, top-level managers (N=12), middle-level managers (N=25) and low-level managers (N= 38). The results show that the most effective psychological compliance techniques for marketing sports product for top-level managers are That’s-Not-All-Technique, F (2, 75) = 13.625, p < .01, and Lowball technique, F (2, 75) = 11.418, p < .01. While, Door-In-Face technique, F (2, 75) = 15.559, p < .01., and Foot-In-The-Door technique, F (2, 75) = 12.314, p < .01., are the most effective Psychological Compliance Techniques for Marketing Sports Product for low-level managers. Sports industry can use this psychological compliance techniques to market their sports product effectively and efficiently. Psychological compliance techniques are useful methods in changing customers’ behaviour due to the request or direction of sales personnel.


Item Type: Article
Email / ID Num.
Parnabas, Vincent
Parnabas, Julinamary
Parnabas, Antoinette Mary
Mahamood, Yahaya
Fauzee, Mohd Sofian Omar
Haji Mohd Nor, Mohad Anizu
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Branding (Marketing)
Divisions: Universiti Teknologi MARA, Shah Alam > Malaysian Academy of SME and Entrepreneurship Development (MASMED)
Journal or Publication Title: ASEAN Entrepreneurship Journal (AEJ)
UiTM Journal Collections: UiTM Journal > ASEAN Entrepreneurship Journal (AEJ)
ISSN: 2637-0301 (e-ISSN)
Volume: 4
Number: 1
Page Range: pp. 137-148
Keywords: Foot-In-The-Door, Lowball Technique, Door-In –Face-Technique
Date: 2018
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