Tactic 72 of 99
The Free Choice
People defend the choices they think they made freely.
What it is
Remind people they’re free to say no and, oddly, they’re more likely to say yes. A meta-analysis by Christopher Carpenter of the “but you are free” technique found that adding a line like “but of course you’re free to decide” increases compliance. The effect is reliable, roughly doubling the odds of a yes, and strongest face to face. Choices that feel free are owned, and owned choices stick.
Spot it
“No pressure!” said in a high-pressure situation. A seller who keeps saying “it’s totally up to you” while blocking the door.
Counter it
Check the freedom is real. Can you actually walk away now, with no penalty? If yes, take your time. If not, the “free choice” is a costume.