Why does adding the word ‘because’ to a dental request boost compliance dramatically?
Ellen Langer’s 1970s research at Harvard documented this. When researchers asked to cut the copy-machine line without giving a reason, 60 percent of subjects complied. When they said ‘may I use it because I’m in a rush,’ 94 percent complied. Astonishingly, when they said ‘may I use it because I need to make copies’ (a nonsense reason), 93 percent still complied. The word ‘because’ itself triggers a reflex of compliance. Robert Cialdini elaborated on this in Influence: people assume that when ‘because’ is present, there must be a good reason, and they comply on autopilot. Apply this to dental practice. When asking the patient to bring their spouse to the consultation, do not say ‘please bring your spouse.’ Say ‘please bring your spouse because the financial decision is significant and they will want to hear directly.’ The acceptance rate moves from 60 to 94.
If the answers you are finding here resonate with you, my team and I work with a small group of clients each year. The next step is a complimentary Discovery Consultation and Practice Review with Dr. McAnally.