The current study examines the roles of expectancy disconfirmation and pseudo-altruistic behaviors as communication strategies to increase receiver compliance, and their effects on perceptions of the source, including credibility and likeability ratings. While adding to the previous research, this investigation examines the effects on compliance when pseudo-altruistic practices are employed in a sales situation. Additionally, subjects’ compliance responses in the treatment groups are analyzed for relationships between compliance and several possible mediators, including participant’s evaluations of the source, and feelings of obligation and guilt. A focus group was held to discuss the face validity of the scenarios. Additionally, a pilot study was conducted to verify the operationalization of the independent variable, and to reveal any items that needed to be modified before the actual study was conducted. 141 undergraduate students were assigned to one of six treatment groups, and responded to the scenario and questionnaire. Five-point Likert type scales were used for the source factor and compliance items, and seven-point semantic differential scales were used for the items which measured source perceptions. Additionally, an optional open-ended item was employed for subjects to explain the motives behind their decisions. Analysis of the data showed that participants in the pseudo-altruistic treatment conditions were more likely to return to Store or Dealership A, or tipped the server more than usual. They also rated the source as more expert and of higher character in the treatment groups that the neutral, control groups. This increase in compliance was consistent across all three scenarios. Regression analyses also revealed that source factors including concern, helpfulness, unexpected behavior, expertise, character, honesty, and likeability predicted 26% of the compliance variance. In conclusion, subjects were more likely to comply in the pseudo-altruistic treatment condition, regardless of the scenario. Their compliance is attributed to feelings of liking and higher ratings of the source, which facilitated reciprocal altruism and benefited the salesperson or server for their selfless behavior.

The Recording Industry Association of America claims to lose millions of dollars each year from music piracy (RIAA, 2007). However, instead of causing loss, digital music piracy may activate norms of reciprocity in music pirates. When pirating music, people may feel some obligation to reciprocate by purchasing music or related merchandise. The theory of planned behavior was used to investigate such a possibility and to provide a framework for scale development. Reliable scales were developed for all measured constructs. Regarding piracy, the RIAA’s claim may have some merit. Specifically, previous piracy was associated with decreased reported likelihood to purchase music. However, previous piracy was associated with increased intent to make future music-related purchases. Reciprocity partially mediated this relationship.

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