La pique et le pop-up: augmenter la persuasion du site web visité par l'injection d'une technique de soumission dans le pop-up

This experimental research was designed 1) to examine the persuasiveness of a non-commercial website in terms of cognitive responses and confidence and 2) to test the efficiency of a specific compliance technique, the so-called Pique technique (i.e. an odd or unusual request can increase compliance in situations in which the typical response to the request is refusal). The participants were led to visit a non-commercial website during ten minutes. Five minutes after the beginning of the experimental task, some participants were exposed to a standard pop-up (standard pop-up condition), whereas others were exposed to a Pique pop-up (pique pop-up condition). In a control condition, no pop-up appeared during the task. Then each participant completed a questionnaire, in which the persuasiveness was assessed. The results show that the Pique pop-up was the most persuasive, suggesting that the pique message rather than the pop-up by itself can influence the web user.