Maasai people Influences from the outside world What kind of influences from the outside world is the article pertaining to? Maintaining a traditional pastoral lifestyle has become increasingly difficult due to outside influences of the modern world. Has this been a positive thing for them or negative? influence ecologists and policy makers about the harm Maasai pastoralists were causing What problems are they having? policy makers in 1951 to remove all Maasai from the Serengeti National Park and relegate them to areas in and around the Ngorongoro Conservation Area Are there any other interesting aspects about this article? increase in Maasai population, loss of cattle populations to disease, and lack of available rangelands because of new park boundaries and the incursion of settlements and farms What kind of lifestyle do they have? Maintaining a traditional pastoral lifestyle has become increasingly difficult due to outside influences of the modern world. What have they done to prevent bad influences from the outside world? policy makers in 1951 to remove all Maasai from the Serengeti National Park and relegate them to areas in and around the Ngorongoro Conservation Area Why would they do that? The plan for the NCA was to put Maasai interests above all else, but this promise was never met. Are they causing problems that would make the policy makers treat them so badly? Over the years, many projects have begun to help Maasai tribal leaders find ways to preserve their traditions
Is anyone doing anything to try to help them?
Aside from the Maasai tribal leaders, is anyone doing anything to try to help the Maasai?
Maintaining a traditional pastoral lifestyle has become increasingly difficult due to outside influences of the modern world. Garrett Hardin's article, outlining the "tragedy of the commons", as well as Melville Herskovits' "cattle complex" helped to influence ecologists and policy makers about the harm Maasai pastoralists were causing to savannah rangelands. This concept was later proven false by anthropologists but is still deeply ingrained in the minds of ecologists and Tanzanian officials. This influenced British colonial policy makers in 1951 to remove all Maasai from the Serengeti National Park and relegate them to areas in and around the Ngorongoro Conservation Area (NCA). The plan for the NCA was to put Maasai interests above all else, but this promise was never met.The spread of HIV was rampant. Due to an increase in Maasai population, loss of cattle populations to disease, and lack of available rangelands because of new park boundaries and the incursion of settlements and farms by other tribes (this is also the chief reason for the decline in wildlife-habitat loss, with the second being poaching), the Maasai were forced to develop new ways of sustaining themselves. Many Maasai began to cultivate maize and other crops to get by, a practice that was culturally viewed negatively. Cultivation was first introduced to the Maasai by displaced WaArusha and WaMeru women who were married to Maasai men; subsequent generations practiced a mixed livelihood. To further complicate their situation, in 1975 the Ngorongoro Conservation Area banned cultivation practices. In order to survive they are forced to participate in Tanzania's monetary economy. They have to sell their animals and traditional medicines in order to buy food. The ban on cultivation was lifted in 1992 and cultivation has again become an important part of Maasai livelihood. Park boundaries and land privatisation has continued to limit grazing area for the Maasai and have forced them to change considerably. Over the years, many projects have begun to help Maasai tribal leaders find ways to preserve their traditions while also balancing the education needs of their children for the modern world. The emerging forms of employment among the Maasai people include farming, business (selling of traditional medicine, running of restaurants/shops, buying and selling of minerals, selling milk and milk products by women, embroideries), and wage employment (as security guards/ watchmen, waiters, tourist guides), and others who are engaged in the public and private sectors. Many Maasai have moved away from the nomadic life to positions in commerce and government. Yet despite the sophisticated urban lifestyle they may lead, many will happily head homewards dressed in designer clothes, only to emerge from the traditional family homestead wearing a shuka (colourful piece of cloth), cow hide sandals and carrying a wooden club (o-rinka) - at ease with themselves. CANNOTANSWER
many projects have begun to help Maasai tribal leaders find ways to preserve their traditions while also balancing the education needs of their children for the modern world.
The Maasai () are a Nilotic ethnic group inhabiting northern, central and southern Kenya and northern Tanzania. They are among the best known local populations internationally due to their residence near the many game parks of the African Great Lakes, and their distinctive customs and dress. The Maasai speak the Maa language (ɔl Maa), a member of the Nilotic language family that is related to the Dinka, Kalenjin and Nuer languages. Except for some elders living in rural areas, most Maasai people speak the official languages of Kenya and Tanzania, Swahili and English. The Maasai population has been reported as numbering 1,189,522 in Kenya in the 2019 census, compared to 377,089 in the 1989 census. Many Maasai tribes throughout Tanzania and Kenya welcome visits to their villages to experience their culture, traditions, and lifestyle, in return for a fee.

History
The Maasai inhabit the African Great Lakes region and arrived via the South Sudan. Most Nilotic speakers in the area, including the Maasai, the Turkana and the Kalenjin, are pastoralists, and are famous for their fearsome reputations as warriors and cattle-rustlers. The Maasai and other groups in East Africa have adopted customs and practices from neighboring Cushitic-speaking groups, including the age set system of social organization, circumcision, and vocabulary terms.

Origin, migration and assimilation

Many ethnic groups that had already formed settlements in the region were forcibly displaced by the incoming Maasai, while other, mainly Southern Cushitic groups, were assimilated into Maasai society. The Nilotic ancestors of the Kalenjin likewise absorbed some early Cushitic populations.

Settlement in East Africa
The Maasai territory reached its largest size in the mid-19th century, and covered almost all of the Great Rift Valley and adjacent lands from Mount Marsabit in the north to Dodoma in the south. At this time the Maasai, as well as the larger Nilotic group they were part of, raised cattle as far east as the Tanga coast in Tanganyika (now mainland Tanzania). Raiders used spears and shields, but were most feared for throwing clubs (orinka) which could be accurately thrown from up to 70 paces (approx. 100 metres). In 1852, there was a report of a concentration of 800 Maasai warriors on the move in what is now Kenya. In 1857, after having depopulated the "Wakuafi wilderness" in what is now southeastern Kenya, Maasai warriors threatened Mombasa on the Kenyan coast.

Because of this migration, the Maasai are the southernmost Nilotic speakers. The period of expansion was followed by the Maasai "Emutai" of 1883–1902. This period was marked by epidemics of contagious bovine pleuropneumonia, rinderpest (see 1890s African rinderpest epizootic), and smallpox. The estimate first put forward by a German lieutenant in what was then northwest Tanganyika, was that 90% of cattle and half of wild animals perished from rinderpest. German doctors in the same area claimed that "every second" African had a pock-marked face as the result of smallpox. This period coincided with drought. Rains failed completely in 1897 and 1898.

The Austrian explorer Oscar Baumann travelled in Maasai lands between 1891 and 1893, and described the old Maasai settlement in the Ngorongoro Crater in the 1894 book Durch Massailand zur Nilquelle ("Through the lands of the Maasai to the source of the Nile"). By one estimate two-thirds of the Maasai died during this period.

 Maasai in Tanganyika (now mainland Tanzania) were displaced from the fertile lands between Mount Meru and Mount Kilimanjaro, and most of the fertile highlands near Ngorongoro in the 1940s. More land was taken to create wildlife reserves and national parks: Amboseli National Park, Nairobi National Park, Maasai Mara, Samburu National Reserve, Lake Nakuru National Park and Tsavo in Kenya; and Lake Manyara, Ngorongoro Conservation Area, Tarangire and Serengeti National Park in what is now Tanzania.

Maasai are pastoralist and have resisted the urging of the Tanzanian and Kenyan governments to adopt a more sedentary lifestyle. They have demanded grazing rights to many of the national parks in both countries.

The Maasai people stood against slavery and never condoned traffic of human beings; and outsiders looking for people to enslave avoided the Maasai.

Essentially there are twenty-two geographic sectors or sub tribes of the Maasai community, each one having its own customs, appearance, leadership and dialects. These subdivisions are known as 'nations' or 'iloshon' in the Maa language: the Keekonyokie, Damat, Purko, Wuasinkishu, Siria, Laitayiok, Loitai, Kisonko, Matapato, Dalalekutuk, Loodokolani, Kaputiei, Moitanik, Ilkirasha, Samburu, Lchamus, Laikipia, Loitokitoki, Larusa, Salei, Sirinket and Parakuyo.

Genetics
Recent advances in genetic analyses have helped shed some light on the ethnogenesis of the Maasai people. Genetic genealogy, a tool that uses the genes of modern populations to trace their ethnic and geographic origins, has also helped clarify the possible background of the modern Maasai.

Autosomal DNA
The Maasai's autosomal DNA has been examined in a comprehensive study by Tishkoff et al. (2009) on the genetic affiliations of various populations in Africa. According to the study's authors, the Maasai "have maintained their culture in the face of extensive genetic introgression". Tishkoff et al. also indicate that: "Many Nilo-Saharan-speaking populations in East Africa, such as the Maasai, show multiple cluster assignments from the Nilo-Saharan [...] and Cushitic [...] AACs, in accord with linguistic evidence of repeated Nilotic assimilation of Cushites over the past 3000 years and with the high frequency of a shared East African–specific mutation associated with lactose tolerance."

Y-DNA
A Y chromosome study by Wood et al. (2005) tested various Sub-Saharan populations, including 26 Maasai males from Kenya, for paternal lineages. The authors observed haplogroup E1b1b-M35 (not M78) in 35% of the studied Maasai. E1b1b-M35-M78 in 15%, their ancestor with the more northerly Cushitic males, who possess the haplogroup at high frequencies lived more than 13 000 years ago.  The second most frequent paternal lineage among the Maasai was Haplogroup A3b2, which is commonly found in Nilotic populations, such as the Alur; it was observed in 27% of Maasai males. The third most frequently observed paternal DNA marker in the Maasai was E1b1a1-M2 (E-P1), which is very common in the Sub-Saharan region; it was found in 12% of the Maasai samples. Haplogroup B-M60 was also observed in 8% of the studied Maasai, which is also found in 30% (16/53) of Southern Sudanese Nilotes.

Mitochondrial DNA
According to an mtDNA study by Castri et al. (2008), which tested Maasai individuals in Kenya, the maternal lineages found among the Maasai are quite diverse, but similar in overall frequency to that observed in other Nilo-Hamitic populations from the region, such as the Samburu. Most of the tested Maasai belonged to various macro-haplogroup L sub-clades, including L0, L2, L3, L4 and L5. Some maternal gene flow from North and Northeast Africa was also reported, particularly via the presence of mtDNA haplogroup M lineages in about 12.5% of the Maasai samples.

Culture

The monotheistic Maasai worship a single deity called Enkai or Engai. Engai has a dual nature: Engai Narok (Black God) is benevolent, and Engai Na-nyokie (Red God) is vengeful. There are also two pillars or totems of Maasai society: Oodo Mongi, the Red Cow and Orok Kiteng, the Black Cow with a subdivision of five clans or family trees. The Maasai also have a totemic animal, which is the lion; however, the animal can be killed. The way the Maasai kill the lion differs from trophy hunting as it is used in the rite of passage ceremony. The "Mountain of God", Ol Doinyo Lengai, is located in northernmost Tanzania and can be seen from Lake Natron in southernmost Kenya. The central human figure in the Maasai religious system is the  whose roles include shamanistic healing, divination and prophecy, and ensuring success in war or adequate rainfall. Today, they have a political role as well due to the elevation of leaders. Whatever power an individual laibon had was a function of personality rather than position. Many Maasai have also adopted Christianity and Islam. The Maasai are known for their intricate jewelry and for decades, have sold these items to tourists as a business. 

Educating Maasai women to use clinics and hospitals during pregnancy has enabled more infants to survive. The exception is found in extremely remote areas.  A corpse rejected by scavengers is seen as having something wrong with it, and liable to cause social disgrace; therefore, it is not uncommon for bodies to be covered in fat and blood from a slaughtered ox.<ref name="attitudes">Cultural and Public Attitudes: Improving the Relationship between Humans and Hyaenas from Mills, M.g.L. and Hofer, H. (compilers). (1998) Hyaenas: Status Survey and Conservation Action Plan. IUCN/SSC Hyaena Specialist Group. IUCN, Gland, Switzerland and Cambridge, UK. vi + 154 pp.</ref>

Traditional Maasai lifestyle centres around their cattle, which constitute their primary source of food. A man's wealth is measured in cattle and children. A herd of 50 cattle is respectable, and the more children the better. A man who has plenty of one but not the other is considered to be poor.Africa's Great Rift Valley. Nigel Pavitt. 2001. pages 138. Harry N. Abrams, Incorporated, New York 

All of the Maasai's needs for food are met by their cattle. They eat the meat, drink the milk daily, and drink the blood on occasion. Bulls, goats, and lambs are slaughtered for meat on special occasions and for ceremonies. Though the Maasai's entire way of life has historically depended on their cattle, more recently with their cattle dwindling, the Maasai have grown dependent on food such as sorghum, rice, potatoes and cabbage (known to the Maasai as goat leaves).

One common misconception about the Maasai is that each young man is supposed to kill a lion before he can be circumcised and enter adulthood. Lion hunting was an activity of the past, but it has been banned in East Africa – yet lions are still hunted when they maul Maasai livestock. Nevertheless, killing a lion gives one great value and celebrity status in the community.

Spencer, P. (1988) The Maasai of Matapato: a study of rituals of rebellion Manchester University Press, Manchester. Spencer, P. (2003) Time, Space, and the Unknown: Maasai configurations of power and providence. Routledge, London.

Body modification

The piercing and stretching of earlobes is common among the Maasai as with other tribes, and both men and women wear metal hoops on their stretched earlobes. Various materials have been used to both pierce and stretch the lobes, including thorns for piercing, twigs, bundles of twigs, stones, the cross section of elephant tusks and empty film canisters. Women wear various forms of beaded ornaments in both the ear lobe, and smaller piercings at the top of the ear. Amongst Maasai males, circumcision is practiced as a ritual of transition from boyhood to manhood. Women are also circumcised (as described below in social organization).

This belief and practice is not unique to the Maasai. In rural Kenya a group of 95 children aged between six months and two years were examined in 1991/92. 87% were found to have undergone the removal of one or more deciduous canine tooth buds. In an older age group (3–7 years of age), 72% of the 111 children examined exhibited missing mandibular or maxillary deciduous canines.

Genital Modification

Traditionally, the Maasai conduct elaborate rite of passage rituals which include surgical genital modification in order to initiate children into adulthood. The Maa word for circumcision, "emorata," is applied to this ritual for both males and females. This ritual is typically performed by the elders, who use a sharpened knife and makeshift cattle hide bandages for the procedure.  

The male ceremony refers to the excision of the prepuce (foreskin). In the male ceremony the boy is expected to endure the operation in silence. Expressions of pain bring dishonor upon him; albeit only temporarily. Importantly, any exclamations or unexpected movements on the part of the boy can cause the elder to make a mistake in the delicate and tedious process; which can result in severe lifelong scarring, dysfunction, and pain.  

Young women also undergo excision ("female circumcision", "female genital mutilation," "emorata") as part of an elaborate rite of passage ritual called "Emuatare," the ceremony that initiates young Maasai girls into adulthood through ritual circumcision and then into early arranged marriages. The Maasai believe that female circumcision is necessary and Maasai men may reject any woman who has not undergone it as either not marriageable or worthy of a much-reduced bride price. In Eastern Africa, uncircumcised women, even those highly educated members of parliament like Linah Kilimo, can be accused of not being mature enough to be taken seriously. To others the practice of female circumcision is known as female genital mutilation, and draws a great deal of criticism from both abroad and many women who have undergone it, such as Maasai activist Agnes Pareyio. The female rite of passage ritual has recently seen excision replaced in rare instances with a "cutting with words" ceremony involving singing and dancing in its place. However, despite changes to the law and education drives the practice remains deeply ingrained, highly valued, and near universally practiced by members of the culture. The Last of the Maasai. Mohamed Amin, Duncan Willetts, John Eames. 1987. Pages 168–173. Camerapix Publishers International.  

Graduation from warrior to junior elder takes place at a large gathering known as Eunoto. The long hair of the former warriors is shaved off; elders must wear their hair short. Warriors who do not have sexual relations with women who have not undergone the "Emuatare" ceremony are specially honored at the Eunoto gathering. 

Hair

Broken Spears - a Maasai Journey. Elizabeth L. Gilbert. 2003. Atlantic Monthly Press. page 136. 

The Last of the Maasai. Mohamed Amin, Duncan Willetts, John Eames. 1987. Page 55. Camerapix Publishers International.  This would symbolize the healing of the woman.

Two days before boys are circumcised, their heads are shaved.Maasai. Tepilit Ole Saitoti with photos by Carol Beckwith. Harry N. Abrams, Inc. 1980. pages 126, 129.  When warriors go through the Eunoto'', and become elders, their long plaited hair is shaved off.

Music and dance

Maasai music traditionally consists of rhythms provided by a chorus of vocalists singing harmonies while a song leader, or olaranyani, sings the melody. Unlike most other African tribes, Maasai widely use drone polyphony.

Women chant lullabies, humming songs, and songs praising their sons. Nambas, the call-and-response pattern, repetition of nonsensical phrases, monophonic melodies, repeated phrases following each verse being sung on a descending scale, and singers responding to their own verses are characteristic of singing by females. When many Maasai women gather together, they sing and dance among themselves.

Eunoto, the coming of age ceremony of the warrior, can involve ten or more days of singing, dancing and ritual. The warriors of the Il-Oodokilani perform a kind of march-past as well as the adumu, or aigus, sometimes referred as "the jumping dance" by non-Maasai. (Both adumu and aigus are Maa verbs meaning "to jump" with adumu meaning "To jump up and down in a dance".)

Diet

Traditionally, the Maasai diet consisted of raw meat, raw milk, honey and raw blood from cattle—note that the Maasai cattle are of the Zebu variety.

Most of the milk is consumed as fermented milk or buttermilk (a by-product of butter making). Milk consumption figures are very high by any standards.

The Maasai herd goats and sheep, including the Red Maasai sheep, as well as the more prized cattle.

Although consumed as snacks, fruits constitute a major part of the food ingested by children and women looking after cattle as well as morans in the wilderness.

Shelter

Clothing

Clothing changes by age and location. Young men, for instance, wear black for several months following their circumcision. However, red is a favored colour. Blue, black, striped, and checkered cloth are also worn, as are multicolored African designs. The Maasai began to replace animal skin, calf hides and sheep skin with commercial cotton cloth in the 1960s.

Shúkà is the Maa word for sheets traditionally worn wrapped around the body. These are typically red, though with some other colors (e.g. blue) and patterns (e.g. plaid). Pink, even with flowers, is not shunned by warriors. One piece garments known as kanga, a Swahili term, are common. Maasai near the coast may wear kikoi, a type of sarong that comes in many different colors and textiles. However, the preferred style is stripes.

Influences from the outside world

A traditional pastoral lifestyle has become increasingly difficult due to outside influences of the modern world. Garrett Hardin's article, outlining the "tragedy of the commons", as well as Melville Herskovits' "cattle complex" helped to influence ecologists and policy makers about the harm Maasai pastoralists were causing to savannah rangelands. This concept was later proven false by anthropologists but is still deeply ingrained in the minds of ecologists and Tanzanian officials. This influenced British colonial policy makers in 1951 to remove all Maasai from the Serengeti National Park and relegate them to areas in and around the Ngorongoro Conservation Area (NCA). The plan for the NCA was to put Maasai interests above all else, but this promise was never met. The spread of HIV was rampant.

Due to an increase in Maasai population, loss of cattle populations to disease, and lack of available rangelands because of new park boundaries and the incursion of settlements and farms by other tribes (this is also the chief reason for the decline in wildlife-habitat loss, with the second being poaching), the Maasai were forced to develop new ways of sustaining themselves. Many Maasai began to cultivate maize and other crops to get by, a practice that was culturally viewed negatively. Cultivation was first introduced to the Maasai by displaced WaArusha and WaMeru women who were married to Maasai men; subsequent generations practiced a mixed livelihood. To further complicate their situation, in 1975 the Ngorongoro Conservation Area banned cultivation practices. In order to survive they are forced to participate in Tanzania's monetary economy. They have to sell their animals and traditional medicines in order to buy food. The ban on cultivation was lifted in 1992 and cultivation has again become an important part of Maasai livelihood. Park boundaries and land privatisation has continued to limit grazing area for the Maasai and have forced them to change considerably.

Over the years, many projects have begun to help Maasai tribal leaders find ways to preserve their traditions while also balancing the education needs of their children for the modern world.

The emerging forms of employment among the Maasai people include farming, business (selling of traditional medicine, running of restaurants/shops, buying and selling of minerals, selling milk and milk products by women, embroideries), and wage employment (as security guards/ watchmen, waiters, tourist guides), and others who are engaged in the public and private sectors.

Many Maasai have moved away from the nomadic life to positions in commerce and government.

Notable Maasai

 Joseph Ole Lenku – Cabinet Secretary of Kenya for Interior and Coordination of National Government from 2012 to 2014
 David Rudisha – Middle-distance runner and 800-meter world record holder
 Edward Sokoine – Prime Minister of Tanzania from 1977 to 1980 and again from 1983 to 1984
 Edward Lowassa – Prime Minister of Tanzania from 2005 to 2008. 2nd runner up to president John Pombe Magufuli in the 2015 Tanzania General Elections.
 Olekina Ledama – Founder, Maasai Education Discovery
 James Ole Kiyiapi – associate professor at Moi University and permanent secretary in the Ministries of Education and Local Government
 William Ole Ntimama – Kenyan politician and leader of the Maa community
 Francis Ole Kaparo – Former Speaker of the National Assembly of Kenya
 Joseph Nkaissery – Former Cabinet Secretary of Kenya for Interior and Coordination of National Government from 2014 to his death in 2017
 Nice Nailantei Lengete – First woman to address the Maasai elders council at Mount Kilimanjaro, and persuaded the council to ban female genital mutilation among the Maasai across Kenya and Tanzania
 Katoo Ole Metito – Member of Parliament for Kajiado South sub county

See also
 Maasai mythology
 Maasai language
 Maa Civil Society Forum

References

External links

 African People Ethnography | Maasai
 Maasai online dictionary
 Maasai Aid Association
 Working for a just and self-sustaining community for the Maasai People
 Maasai Trust
 The Maasai People - History and Culture
 Maasai people, Kenya at the Maasai Association
 Indiana University Art Museum Arts of Kenya online collection
 Maasai Mara Tribe Facts

 
 
Ethnic groups in Kenya
Indigenous peoples of East Africa
Nilotic peoples
Indigenous peoples of Arusha Region
Ethnic groups divided by international borders
Members of the Unrepresented Nations and Peoples Organization
Ethnic groups in Tanzania
Compliance gaining is a term used in the social sciences that encompasses the intentional act of altering another's behavior. Research in this area originated in the field of social psychology, but communication scholars have also provided ample research in compliance gaining. While persuasion focuses on attitudes and beliefs, compliance gaining focuses on behavior.

Overview
Compliance gaining occurs whenever a person intentionally induces another person to do something that they might have not done otherwise. Compliance gaining and persuasion are related; however, they are not one and the same. Changes in attitudes and beliefs are often the goal in persuasion; compliance gaining seeks to change the behavior of a target. It is not necessary to change a person's attitude or beliefs to gain compliance. For instance, an automobile driver might have positive attitudes towards driving fast. The threat of a speeding ticket from a police officer positioned in a speed trap may gain compliance from the driver. Conversely, persuading someone to change their attitude or belief will not necessarily gain compliance. A doctor might tell a patient that tobacco use poses a serious threat to a smoker's health. The patient may accept this as a fact and view smoking negatively, but might also continue to use tobacco.

Developments
Compliance gaining research has its roots in social psychology, but overlaps with many other disciplines such as communication and sociology. Compliance gaining can occur via mediated channels, but the research is most associated with interpersonal communication.  In 1967, sociologists Marwell and Schmitt attempted to explain how people select compliance gaining messages. The researchers posited that people have a mental bank of strategies that they draw from when selecting a message. Marwell and Schmitt created a typology for compliance gaining techniques: promise, threat, positive expertise, negative expertise, liking, pregiving, aversive stimulation, debt, moral appeal, positive self-feeling, negative self-feeling, positive altercasting, negative altertcasting, altruism, positive esteem, and negative esteem. This study was the catalyst for more interest in compliance gaining from communication scholars.

Miller, Boster, Roloff, and Seibold (1977) as well as Cody and McLaughlin (1980) studied the situational variables that influences compliance gaining strategies. The latter study identified six different typologies of situations that can influence compliance gaining behaviors: personal benefits (how much personal gain an actor can yield from the influencing behavior), dominance (the power relation between the actor and the target), rights (whether the actor has the right to expect compliance), resistance (how easy will the target be influenced), intimacy (whether the relation between actor and target is shallow), and consequences (what sort of effect this situation would have on the relationship between actor and target). Dillard and Burgoon (1985) later investigated the Cody-McLaughlin typologies. They concluded that situational variables, as described by Cody and McLaughlin, did very little to predict compliance gaining strategy selection. As early as 1982, there was already strong criticism about the strength of the relationships between situational variables and compliance gaining message selection.

By the 1990s, many research efforts attempting to link compliance gaining strategy selection and features of a situation or features of the individual "failed to coalesce into a coherent body of knowledge". Situational dimensions and individual differences were not effective in predicting so researchers went into other perspectives in an effort to understand compliance gaining. For instance, Schrader and Dillard (1998) linked primary and secondary goals to compliance gaining strategy. Using the theoretical framework of Goals-Plans-Actions developed by Dillard in 1980, Schrader and Dillard operate from the assumption that individuals possess and act on multiple goals. In any compliance seeking situation, the actor has primary goals that drive the attempt to influence a target. The primary goal is what the interaction is all about. For instance, if an actor wants a target to stop smoking, this is the primary goal and this is what drives the interaction. However, in the course of pursuing that goal, there are "secondary" goals to consider. These are goals that limit the behavior of the actor. If getting a target to stop smoking is the primary goal, then a secondary goal might be to maintain a friendly relationship with the target. Dillard specifies five types of secondary goals that temper the compliance gaining behavior: identity goals (morals and personal standards), interaction goals (impression management), relational resource goals (relationship management), personal resource goals (material concerns of the actor), and arousal management goals (efforts to manage anxiety about the compliance gaining attempt).

Despite the charges of individual differences making very little progress in prediction compliance gaining strategies, some researchers in the 2000s have focused their efforts to rectify this weakness in the research to link individual differences with compliance gaining effectiveness. King (2001), acknowledging the paucity of robust situational and trait studies linked to compliance gaining, attempted to isolate one situation as a predictor for compliance gaining message selection. King's research suggested that when target of compliance gaining were perceived to be less resistant to influence attempts, the actors used more compliance gaining tactics. When targets were perceived as strongly resistant, the actors used less tactics. Elias and Loomis (2004) found that gender and race affect an instructor's ability to gain compliance in a college classroom. Punyanunt (2000) found that using humor may enhance the effectiveness of pro-social compliance gaining techniques in the classroom. Remland and Jones (1994) found that vocal intensity and touch also affect compliance gaining. Goei et al. (2003) posited that "feelings of liking" between target and actor as well as doing favors for the target lead to liking and obligation, which leads to increased compliance. Pre-giving (giving a target a small gift or favor such as a free sample of food) is positively associated with increased compliance in strangers. 
One of the major criticisms of examining compliance gaining literature is that very little research studies actual compliance. Filling out a survey and reporting intent to comply with a request is certainly different than actually completing the request. For example, many people might report that they will comply with a doctor's order, but away from the doctor's office, they may ignore medical advice.

Application
Compliance gaining research has a fairly diverse background so much of the research uses alternate paradigms and perspectives. As mentioned above, the field of compliance gaining originated in social psychology, but was adopted by many communication scholars as well. Many fields from consumer psychology to primary education pedagogy have taken great interest in compliance gaining.

Medicine 
Doctors have expressed much frustration with compliance resistance from their patients. A reported 50% of patients do not comply with medical advice and prescriptions. Researchers, as well as medical professionals, have a vested interest in learning strategies that can increase compliance in their patients. Many severe and chronic conditions can be avoided if early treatments are followed as prescribed, avoiding death, permanent injury, and costlier medical treatments later on. Researchers in communication have reported some key findings such as: clear and effective communication about a patient's condition or illness increases the likelihood of patient compliance with medical advice; doctors that use humor in their communication with patients have higher satisfaction rates; high satisfaction rates with physicians is highly correlated with patient compliance.

Pedagogy 
For teachers, gaining compliance from students is a must for effective teaching. Studies in compliance gaining have ranged from elementary education  all the way to adult and higher education.

Sales and consumer psychology 
Advertising and marketing are tools of persuasion. There is literally centuries' worth of literature available about persuasion. However, changing attitudes and beliefs about a product does not necessarily change behaviors. Purchasing a product is a behavior. Researchers such as Parrish-Sprowl, Carveth, & Senk (1994) have applied compliance gaining research to effective sales.

Compliance
Compliance gaining was not originally conceived in the field of communication but found its roots in the late 1960s as a result of studies and research by two sociologists, Gerald Marwell and David Schmitt. In 1967, Marwell and Schmitt produced some interesting compliance-gaining tactics concerning the act of getting a teenager to study. The tactics, sixteen in all, are as follows.

 Promise: If you comply, I will reward you. For example, you offer to increase Dick's allowance if he studies more.
 Threat: If you do not comply, I will punish you. For example, you threaten to forbid Dick to use the car if he doesn't start studying more.
 Expertise (positive): If you comply, you will be rewarded because of the "nature of things." For example, you tell Dick that if he gets good grades he be able to get into college and get a good job.
 Expertise (negative): If you do not comply, you will be punished because of the "nature of things." For example, you tell Dick that if he does not get good grades he will not be able to get into college or get a good job.
 Liking: Act friendly and helpful to get the person in a "good frame of mind" so they comply with the request. For example, you try to be as friendly and pleasant as possible to put Dick in a good mood before asking him to study.
 Pre-giving: Reward the person before requesting compliance. For example, raise Dick's allowance and tell him you now expect him to study.
 Aversive stimulation: Continuously punish the person, making cessation contingent on compliance. For example, you tell Dick he may not use the car until he studies more.
 Debt: You owe me compliance because of past favors. For example, you point out that you have sacrificed and saved to pay for Dick's education and that he owes it to you to get good enough grades to get into a good college.
 Moral appeal: You are immoral if you do not comply. You tell Dick that it is morally wrong for anyone not to get as good grades as possible and that he should study more.
 Self-feeling (positive): You will feel better about yourself if you comply. For example, you tell Dick that he will feel proud if he gets himself to study more.
 Self-feeling (negative): You will feel worse about yourself if you do not comply. For example, you tell Dick that he will feel ashamed of himself if he gets bad grades.
 Altercasting (positive): A person with "good" qualities would comply. For example, you tell Dick that because he is a mature and intelligent person he naturally will want to study more and get good grades.
 Altercasting (negative): Only a person with "bad" qualities would not comply. For example, you tell Dick that he should study because only someone very childish does not study.
 Altruism: I need your compliance very badly, so do it for me. For example, you tell Dick that you really want very badly for him to get into a good college and that you wish he would study more as a personal favor to you.
 Esteem (positive): People you value will think better of you if you comply. For example, you tell Dick that the whole family will be very proud of him if he gets good grades.
 Esteem (negative): People you value will think the worse of you if you do not comply. For example, you tell Dick that the whole family will be very disappointed in him if he gets poor grades.

In 1967, Marwell and Schmitt conducted experimental research, using the sixteen compliance gaining tactics and identified five basic compliance-gaining strategies: Rewarding activity, Punishing activity, Expertise, Activation of impersonal commitments, and Activation of personal commitments.

Power
Another element of compliance-gaining was produced in the early 1960s, as French and Raven were researching the concepts of power, legitimacy, and politeness. They identified five influential aspects associated with power, which help illustrate elements of the study of compliance. The fives bases of power are as follows:

 Reward Power: A person with reward power has control over some valued resource (e.g., promotions and raises).
 Coercive Power: A person with coercive power has the ability to inflict punishments (e.g., fire you).
 Expert Power: Expert power is based on what a person knows (e.g., you may do what a doctor tells you to do because they know more about medicine than you do).
 Legitimate Power: Legitimate power is based on formal rank or position (e.g., you obey someone's commands because they are the vice president in the company for which you work).
 Referent Power: People have referent power when the person they are trying to influence wants to be like them (e.g., a mentor often has this type of power).

(French & Raven, 1960)

Techniques
The study of compliance gaining has been central in the development of many commonly used or heard of techniques. The following techniques are a few of what has evolved as a product of the study of compliance gaining strategies. Note, many of these techniques have been empirically documented increasing compliance.

Foot-in-the-door (FITD) 

With research starting in 1966 by Freedman & Fraser, foot-in-the door is one of the earliest and most researched compliance gaining techniques. This technique gains compliance by making a smaller easy  request then a larger more difficult request at a later time. The smaller request is usually one that would be widely accepted without scrutiny. The larger request is usually the actual the task or goal wanted to be completed.

Effectivity 
Freedman and Fraser thought that after satisfying the smaller initial request, if the person was not forced to do then they must be "the type of person who fulfills such requests".

The smaller task/request should relate to the larger request and not be trivial. For the foot-in-the-door technique to be successful it must generate the self-aware "I am the kind of person who fulfills this type of request" other wise known as the self-perception theory. Other studies found that if the initial request is easy but unusual or bizarre, it would also generate the foot-in-the-door effectiveness. This idea was developed further into the Disrupt-Then-Reframe technique.

There are other reasons besides the self-perception theory that makes the foot-in-the-door technique successful.

Consistency – Cialdini and Guadagno, Asher, and Demaine believe that what makes people want to fulfill larger request is the need to be consistent.

The Norm to Help Others – Harris believed that after the first request, the norm to help others becomes clear. It only becomes evident after the person reviews his or her reason why they completed the original request.

Satisfying the First Request – Crano and Sivacek thought what made the technique so effective was personal satisfaction. "The person learns that the fulfillment of request brings the reward of a positive experience. One may assume that the likelihood that satisfaction of this type appears willi increase if the person has to react to something unusual that awakens his or her mindfulness, and will decrease in situations in which the person reacts automatically and habitually".

Door-in-the-face (DITF) 

Door-in-the-face was first introduced in 1975 by Cialdini and colleagues. The opposite of foot-in-the-door, in the door-in-the-face technique, the requestor asks a large objectionable request which is denied by the target instead of gaining compliance by asking a smaller easy request. The requestor seeking compliance ask a smaller more reasonable request.

There are several theories that explain why door-in-the-face is an effective gaining compliance technique.

Self-presentation theory – "that individuals will comply with a second request due to fears one will be perceived negatively by rejecting successive prosocial request for compliance".

Reciprocal concessions – this theory describes the effects of door-in-the-face as a "process of mutual concessions". "The second request represents a concession on the part of the sender (from his or her initial request), and compliance to the second request represents a concession on the part of the receiver (from his or her inclination to not comply with the first request)".

Guilt – One reason that makes door-in-the-face such an effective technique is people feel guilty for refusing to comply with a request twice.

Social Responsibility – this theory describes the social repercussions and pressures that occur if an individual declines a request.

All together the theories propose that a target who declines the first request feel a "personal or social responsibility" to comply with the second request. In an effort to avoid feeling guilty or reduce the sense of obligation the target would have.

Recent techniques

Disrupt-then-reframe (DTR) 
DTR was first introduced by Barbara Price Davis and Eric S. Knowles in 1999. This technique states that a person will be more likely to comply with a request if the initial request or pitch is confusing. The pitch is immediately followed by a reframing or a reason to comply with the request.

An example of this technique is: A waiter states that "the steak dinner is on special for 800 pennies; it's a really good deal". Disrupting the couple by saying "800 pennies" instead of "8 dollars", the waiter is able to increase the likelihood that they will buy the steak dinner.

DTR was found to be a very effective way to gain compliance in non-profit instances such as raising money for charities or asking people to take a survey. DTR was found to be less successful as a sales technique; this may be because the message is more scrutinized, making it harder to confuse the target.

Persistence 
Persistence used as a compliance gaining technique, gets the target to comply by repeating the message. In 1979, Cacioppo and Petty found that repeating the message more than five times lead to decrease in compliance. Success is enhanced if the repetition comes from more than one person and is enhanced further if the message has the same idea or meaning but is not exact.

An example of this technique would be: "My wife kept reminding me to take out the trash until I finally did it."

Dump and chase (DAC) 
Persistence has a high probability of annoying the target and creating a negative interaction which could be viewed as "nagging". A way to avoid this would be rejecting the targets objection to your request by asking "why not?", then forming another message to overcome the second objection to gain compliance. This technique is called dump and chase.

Mechanics of this technique are urgency and guilt. When the repeated message is presented to the target it may be perceived as urgent, thus making it seem more important, and more willing to comply. By creating a sense of obligation in the request, the target may develop guilt if not willing to comply.

Just-One-More (JOM) 
Just-One-More was developed as a way to make a donation seem more important. The use of this technique involves using the language of "Just-One-More" to gain compliance. The technique is found to be most useful in instances regarding volunteering and donations. It is seen as "the last person to help will be more rewarding than being one of the first or those in the middle, due to the expectation that the requestor will appreciate the last person more than any of those who complied previously".
For Example: "Do you want to buy this car? I need just one more sale to reach my quota this month."

If the target finds that the requestor is lying or being deceptive about being the last one, it will create a negative outlook on the person and the organization that he or she represents. Even though losing some of the effectiveness the requestor could state that they are "close to their goal" or "almost there".

64 compliance gaining strategies 
In "Classifying Compliance Gaining Messages: Taxonomic Disorder and Strategic Confusion", Kathy Kellermann and Tim Cole put together 64 compliance gaining strategies as an attempt to classify more than 820 previous strategies.
 Actor Takes Responsibility:  Try to get others to comply by stating your willingness to help them or even work on the request yourself.  That is, try to gain their compliance by offering to do it yourself as a means of getting them to do what you want. Example: "Is there anything I can do to so you can finish the project on time?"
 Altercasting (Negative):  Try to get others to comply by pointing out that only a bad person would not do what is wanted.  That is, try to gain their compliance by noting that only a person with negative qualities wouldn't comply. Example: "You should stop watching these types of television shows as only a disturbed  person would like them."  
 Altercasting (Positive):  Try to get others to comply by pointing out that a good person would do what is wanted.  That is, try to gain their compliance by noting that any person with positive qualities would comply. Example: "A good boy would eat all his vegetables."
 Altruism:  Try to get others to comply by asking them to give you a hand out of the goodness of their heart.  That is, try to gain their compliance by asking them to be altruistic and just do it for you. Example: "Could you help me move, I would really appreciate it."
 Assertion:  Try to get others to comply by asserting (forcefully stating) what you want.  That is, try to gain their compliance by demanding (commanding) them to comply. Example: "Go get a bandaid now!"
 Audience-Use:  Try to get others to comply by having a group of other people present when you make your request.  That is, try to gain their compliance by asking them in front of other people as a way to back up your request. Example: "I asked her to go to the prom with me in front of her friends." 
 Authority Appeal:  Try to get others to comply on the basis of the authority that you or other people have.  That is, try to gain their compliance by using or relying on a position of power over them to get them do to what you want. Example: "My boss told me to get him the reports by 10 am so I did."
 Aversive Stimulation:  Try to get others to comply by doing things they don't like until they agree to comply.  That is, try to gain their compliance by bothering them until they do what you want. Example: "My co-worker kept bothering me to quit smoking until I finally did."
 Bargaining:  Try to get others to comply by striking a bargain with them.  That is, try to gain their compliance by negotiating a deal where you each do something for the other so everyone gets what they want. Example: "If you help me with the dishes, I will help you with the laundry."
 Benefit (Other):  Try to get others to comply by telling them people other than themselves would benefit if they do what you want.  That is, try to gain their compliance by pointing out how it helps people other than themselves if they comply. Example: "By donating to our fundraiser, You ensure that everyone will have a coat this winter."
Benefit (Self):  Try to get others to comply by telling them you personally would benefit if they do what you want.  That is, try to gain their compliance by pointing out how it helps oneself if they comply. Example:  "If you helped me with the yard work, then I won't get a ticket by the city tomorrow."
Benefit (Target):  Try to get others to comply by telling them they personally would benefit if they do what you want.  That is, try to gain their compliance by pointing out how it helps them if they comply. Example: "If you go grocery shopping for me tonight then you will have something for lunch tomorrow."
Challenge:  Try to get others to comply by challenging them to do what you want.  That is, try to gain their compliance by provoking, stimulating, tempting, goading, and/or galvanizing them to comply. Example: I didn't want to race until his car pulled beside mine and he revved the engine. 
Compliment:  Try to get others to comply by complimenting them on their abilities or accomplishments.  That is, try to gain their compliance by praising them to get them to do what you want. Example: With that jump shot, you would be really good at basketball. 
Compromise:  Try to get others to comply by offering to compromise with them.  That is, try to gain their compliance by making a concession to them so they'll make their concession to you and do what you want. Example: "I will drop you off at the airport if you will go to the dentist with me."
 Cooperation:  Try to get others to comply by being cooperative and collaborating with them.  That is, try to gain their compliance not by telling the other person what to do but by offering to discuss things and work them out together. Example: "We should get the team together and brainstorm new ideas for this problem."
Criticize:  Try to get others to comply by criticizing them.  That is, try to gain their compliance by attacking them on a personal level to get them to do what you want. Example: "It looks like you're really gaining some weight, why don't you go on a run with me."
Debasement:  Try to get others to comply by acting pitiful and pleading.  That is, try to gain their compliance by debasing, demeaning, degrading, devaluing, humiliating, and/or lowering yourself so as to deprive yourself of esteem or self-worth to get them to do what you want. Example: "I am so stupid, I can't believe I deleted the report. Can you please go delay the presentation." 
Debt:  Try to get others to comply by reminding them they are in debt to you because of things you have done for them in the past.  That is, try to gain their compliance by indicating that they owe it to you to do what you want. Example: "You should paid for my lunch, I bought your lunch last time."
Deceit:  Try to get others to comply by misleading them.  That is, try to gain their compliance by lying to or deceiving them. Example: "We told them the car was in perfect working order, but the transmission is about to go out."
Direct Request:  Try to get others to comply by just making a direct request.  That is, try to gain their compliance by simply asking or stating what you want without giving any reasons for them to comply. Example: "Can I use the computer?"
Disclaimer (Norms/Rules):  Try to get others to comply by downplaying or disavowing restrictions and constraints that might prevent them from doing what you want them to do.  That is, try to gain their compliance by pointing out that otherwise applicable procedures, rules, norms, and/or expectations should be broken in this instance. Example: "You should drive faster than the speed limit, this is an emergency!"
Disclaimer (Other):  Try to get others to comply by downplaying or disavowing the ability of anyone else to do so.  That is, try to gain their compliance by pointing out that other people can't help you or do what is needed. Example: "I would ask Ted for his help but we know that he is not good at presentations."
Disclaimer (Self):  Try to get others to comply by downplaying or disavowing your reasons for asking.  That is, try to gain their compliance by indicating that:  (a) you don't want to make a bad impression nor do you have bad intentions, (b) you don't really want to make the request and you are only doing so reluctantly, and/or (c) you simply have no choice but to make the request. Example: "I'm sorry that I am asking you for money, I'm really not a beggar."
Disclaimer (Target):  Try to get others to comply by acknowledging and sympathizing with why they may not want to do so.  That is, try to gain their compliance by indicating that:  (a) you understand and are aware of their reasons, feelings, and abilities, and/or (b) that you are sensitive to their needs and concerns even though you must ask them to do what you want. Example: "I know that you're disappointed that you can't go on the trip, but do you mind helping me get the presentation ready?"
Disclaimer (Task):  Try to get others to comply by downplaying what you are asking them to do.  That is, try to gain their compliance by indicating that what you want them to do isn't what they think it is and shouldn't pose a problem; it isn't awful, effortful, difficult, or dumb. Example: "Updating the database shouldn't take that much time."
Disclaimer (Time):  Try to get others to comply by downplaying or disavowing being busy as a reason to refuse your request.  That is, try to gain their compliance by pointing out that there is or soon will be enough time for them to do what you want. Example: "We should go to the store now, you can finish your report later."
Duty:  Try to get others to comply by pointing out it is their duty to do so.  That is, try to gain their compliance by stating they should fulfill obligations, responsibilities, and commitments that they have. Example: "Taking out the trash at the end of the day is a part of your job."
Equity:  Try to get others to comply on the grounds that it is equitable to do so.  That is, try to gain their compliance by pointing out that being fair, just, and impartial means they should do what you want. Example: "Your brother cleaned the house last time; it's your turn now."
Esteem (Negative) by Others:  Try to get others to comply by pointing out that, if they do not do so, other people will think worse of them.  That is, try to gain their compliance by noting that in the eyes of others they will be viewed more negatively if they don't do what you want. Example: "If you don't go to that college, other people will think you're going to a party school."
Esteem (Positive) by Others:  Try to get others to comply by pointing out that, if they do so, other people will think better of them.  That is, try to gain their compliance by noting that in the eyes of others they will be viewed more positively if they do what you want. Example: "If you play football, everyone will think that you're really tough."
Esteem (Negative) by Actor:  Try to get others to comply by pointing out that, if they do not do so, you will think worse of them.  That is, try to gain their compliance by noting that in your eyes they will be viewed more negatively if they don't do what you want. Example: "I would be really disappointed if you went to the party instead of studying."
Esteem (Positive) by Actor:  Try to get others to comply by pointing out that, if they do so, you will think better of them.  That is, try to gain their compliance by noting that in your eyes they will be viewed more positively if they do what you want.  Example: "If you went to law school, I would have a new level of respect for you."
Expertise (Negative):  Try to get others to comply by pointing out that because of the way the world works, unfavorable things will happen if they don't change their behavior. That is, try to gain their compliance by noting that in the natural course of things, bad outcomes will occur if they don't do what you want. Example: "You will get the flu, if you don't get a flu shot."
Expertise (Positive):  Try to get others to comply by pointing out that because the way the world works, favorable things will happen if they change their behavior. That is, try to gain their compliance by noting that in the natural course of things, good outcomes will occur if they do what you want. Example: "If you work hard at your job, you're sure to get that promotion."
Hinting:  Try to get others to comply by hinting around at what you want them to do.  That is, try to gain their compliance by indicating indirectly what you want, hoping they will figure it out and comply even though you never come out and really say it. Example: "I left the trash by the front door, so Dan would take it out." 
I Want:  Try to get others to comply for no reason other than you want them to.  That is, try to gain their compliance by telling them to do what you want because you desire it. Example: "I want you to go with me to the city."
Invoke Norm:  Try to get others to comply by indicating they would be out of step with the norm if they didn't do what you want.  That is, try to gain their compliance by prodding them to conform to what others have, do, or desire. Example: "Everyone is going to the gym after work."
It's Up to You:  Try to get others to comply by telling them the decision is theirs to make and it's up to them.  That is, try to gain their compliance by telling them the choice to comply is up to them. Example: "It's up to you to save your money, instead of spending it on video games."
Logical Empirical:  Try to get others to comply by making logical arguments.  That is, try to gain their compliance through the use of reasoning, evidence, facts, and data. Example: "Statistics show that non-smokers live longer than smokers."
Moral Appeal:  Try to get others to comply by appealing to their moral or ethical standards.  That is, try to gain their compliance by letting them know what is right and what is wrong. Example: "Don't buy those shoes they are made using child labor."
My Concern for You:  Try to get others to comply because of your concern for them.  That is, try to gain their compliance by referring to your regard for, consideration of, interest in, and feelings for them. Example: "Please go to the doctor, I'm worried about you."
Nature of Situation:  Try to get others to comply by being attentive to the situation or circumstances you find yourselves in.  That is, try to gain their compliance by taking note of the appropriateness of their behavior to the situation and/or the appropriateness of your request in the situation. Example: "I told my son that the bed was not a trampoline." 
Negative Affect:  Try to get others to comply by being really negative:  expressing negative emotions, acting really unfriendly, and creating an unappealing impression.  That is, try to gain their compliance by acting displeased to get them to do what you want. Example: "Angrily, I told her to put her phone on silent after it went off in class.."
Not Seek Compliance:  No attempt is made to get others to do what you want.  That is, no compliance is sought. Example: "I didn't ask if I could go out tonight."
Persistence:  Try to get others to comply by being persistent.  That is, try to gain their compliance by persevering (continuing) in your attempts to get them to do what you want. Example: "After asking for over a year, we are finally getting a pool."
Personal Expertise:  Try to get others to comply by referring to your credibility (your personal expertise).  That is, try to gain their compliance based on your experience, know-how, trustworthiness, and judgment. Example: "You should get those shoes, I have them and they feel great when running. 
Positive Affect:  Try to get others to comply by being really positive:  expressing positive emotions, acting really friendly, and creating an appealing impression.  That is, try to gain their compliance by charming them into doing what you want. Example: "She was really happy, when she asked for a raise."
Pre-Giving:  Try to get others to comply by doing positive and nice things for them in advance of asking them to do what you want.  That is, try to gain their compliance by giving them things they'd like and then only afterwards making your request. Example: "I bought my wife flowers, then later asked if I could go fishing this weekend."
Promise:  Try to get others to comply by making a promise.  That is, try to gain their compliance by offering to give them a reward or something they'd like if they do what is wanted. Example: "If you behave in the store, I promise that we will stop for ice cream on the way home."
Promote Task:  Try to get others to comply by promoting the value and worth of what you want them to do.  That is, try to gain their compliance by identifying one or more positive qualities of the thing you are asking them to do (e.g., what you want them to do is important, meaningful, rewarding, enjoyable etc.). Example: "If you complete this presentation on time, you will be less stressed and will get a good grade."
Self-Feeling (Negative):  Try to get others to comply by stating that not doing so will result in an automatic decrease in their self-worth.  That is, try to gain their compliance by pointing out that they will feel worse about themselves if they don't do what you want. Example: "You will feel bad if you throw all that food away instead of donating it."
Self-Feeling (Positive):  Try to get others to comply by stating that doing so will result in an automatic increase in their self-worth.  That is, try to gain their compliance by pointing out that they will feel better about themselves if they do what you want. Example: "You will feel better if you donate that old coat to charity instead of selling it in the garage sale." 
Suggest:  Try to get others to comply by offering suggestions about what it is you want them to do.  That is, try to gain their compliance by subtly proposing an idea that indirectly points out and describes what it is you want them to do. Example: "Why don't you try the steak instead of the chicken?"
Surveillance:  Try to get others to comply by indicating your awareness and observation of what they do.  That is, try to gain their compliance by referring to your general vigilance, surveillance, scrutiny, and/or monitoring of their behavior. Example: "I will find out if you're lying to me about the car accident." 
Third Party:  Try to get others to comply by having someone else ask them for you.  That is, try to gain their compliance by getting someone else to intervene and do it for you. Example: "Jane don't you think Jim should go on that date with the girl from accounting." 
This Is the Way Things Are:  Try to get others to comply by telling them they have to because that is just the way things are.  That is, try to gain their compliance by referring to rules, procedures, policies, or customs that require them to comply. Example: "You should slow down since the speed limit is only 25 mph."
Thought Manipulation:  Try to get others to comply by convincing them that the request you are making is really their own idea.  That is, try to gain their compliance by having them think they were the ones who really wanted to do it in the first place. Example: "We should go on the roller coaster, since you wanted to come to the fair in the first place." 
Threat:  Try to get others to comply by threatening them.  That is, try to gain their compliance by saying you will punish them if they don't do what you want. Example: "If you go to the bar again tonight, consider us done." 
Value Appeal:  Try to get others to comply because of important values that compel action in this instance.  That is, try to gain their compliance by pointing to central and joint beliefs that should guide what they do. Example: "Since we both care about the ocean, we should volunteer for the cleanup."
Warning:  Try to get others to comply by warning them about what they are doing.  That is, try to gain their compliance by alerting them to possible negative consequences of their behavior. Example: "You might get fired if you stay up all night." 
Welfare (Others):  Try to get others to comply by telling them how other people would be hurt if they don't do what you want.  That is, try to gain their compliance by pointing out that the welfare of other people is at stake. Example: "If you are not going to be in the family photo then we won't take one." 
Why Not?:  Try to get others to comply by making them justify why they should not.  That is, try to gain their compliance by pointing out there are no real grounds for not doing so. Example: "Why wouldn't you help your sister?"
Your Concern for Me:  Try to get others to comply because of their concern for you.  That is, try to gain their compliance by referring to their regard for, consideration of, interest in, and feelings for you. Example: "If you really cared for me then you would go to the dance recital."

References

Further reading
 
 Dillard, J.P. (2004). The goals-plans-action model of interpersonal influence. In J. S. Seiter & R. H. Gass (Eds.) Readings in persuasion, social influence, and compliance gaining (pp. 185–206). Boston: Allyn & Bacon.
 French, J. P. R., Jr., & Raven, B. (1960). The bases of social power. In D. Cartwright & A. Zander (Eds.), Group dynamics (pp. 607–623). New York: Harper & Row.
 
 
 
 McQuillen, J. S., Higginbotham, D. C., & Cummings, M. C. (1984). Compliance-resisting behaviors: The effects of age, agent, and types of request. In R. N. Bostrom (Ed.), Communication yearbook 8 (pp. 747–762). Beverly Hills: SAGE.
 
 
 Wheeless, L. R., Barraclough, R., & Stewart, R. (1983). Compliance-gaining and power in persuasion. In R. Bostrom (Ed.), Communication yearbook 7 (pp. 105–145). Beverly Hills: Sage.

Persuasion
Attitude change
Sociological theories is a digital card game by Bandai. A manga series is serialized in the magazine Saikyo Jump by Shueisha and an anime television series debuted on April 1, 2014 on TX Network stations.

Characters

Earth Warriors

Shougo is an ordinary high school student who notices strange occurrences all over the Earth. Most of them are being attributed to weather phenomena. When visiting his friend Saho's house one afternoon he hears a mysterious sound. The sound ends up being the voice of Dragon Bone resonating with him. The two merge, and, while he is reluctant at first to accept the responsibility of fighting, Shougo determines he must fight in order to protect his everyday life.
Dragon Bone

The unspoken leader of Earth's Warrior. He carries the dimensional device and was the first one to become a bone adept. Luke is willing to sacrifice anyone or anything to keep the Dragon Bone safe. His father, Ian, is the head of the Research Institute in Los Angeles.

A former thief that was found in the slums and resonated with Jaguar Bone. Antonio became a performer and a master of all trades. He tries to befriend anyone and everyone but is willing to dive in front of any attack he thinks will hurt his friends.

The oldest of 16 kids. Tyrone fights to keep his 8 sisters and 7 brothers safe. He listens to the environment with the belief that listening to others can allow peace and prosperity more so than always battling.

A 13-year-old college student from America. Gilbert chose to become a bone adept so he could protect the Earth. He often refers to himself as being "The Ace." Gilbert is an expert boxer and is the first adept to gain an iron bone.

Victor's brother. He is a war orphan. After Director Higashio saved his life he was accepted by his bone. Currently he works with the Nepos Council because he feels Earth betrayed him when they tried to kill him.

Gregory's brother. He is a war orphan. After Director Higashio saved his life he was accepted by his bone. Currently he works with the Nepos Council because he feels Earth betrayed him when they tried to kill him.

Neposian Council
Stolz/Phoenix
Klude/Wyvern
Revolt/Cerberus
Socius/Uroboros
Barlish/Behemoth
Pellebrand/Leviathian
Raquelt/Basilisk
Carvaleo/Unicorn

Eques Warriors (referred to as Dark Bones)
Liebert/Panther: Liebert is the daughter of Stolz
Morse/Bear: One of Liebert's henchmen.
Gusstos/Grizzly: One of Liebert's henchmen.
Freyd/Bat: The silent one of the Dark Bones
Gladis/Swordfish
Vyse/Eagle
Drossas/Alligator
Apis/Bee
Semiria/Hawk
Ullurra/Owl
Ventoza/Kraken
Corvus/Crow
Serpence/Snake
Griffon
Horse
Scorpion
Spider
Beetle

Other Characters
 

Shougo's childhood friend. In the first episode her house is destroyed when the warriors of Nepos Angelis sense that Dragon Bone is nearby. She moves in with Shougo's family and begins to notice the changes in his life, but she feels Shougo is leaving her behind because he won't share his secrets with her. She is a huge fan of UFOs and anything that relates to life on other planets.

 

Shougo's older sister. She owns a restaurant and uses the funds to help support the dojo her father runs. She believes her mother ran away from the family. She often closes the restaurant to allow the bone adept warriors a private place to conference, though she doesn't know of the secrets of any of them.

Shougo's father. He knows that his wife is alive and that she is doing something private to help protect the Earth, but he refuses to share any of this with his kids until Shougo tells him that he knows his mom is alive. He runs a local dojo.

Saho's mother. She oftentimes isn't seen, but when she is shown it is helping to run the dojo or doing laundry for the family after Kengo allows her and Saho to move into the dojo.

Saho's little dog. He oftentimes is found barking. He senses when warriors from Nepos Angelis arrive and acts as a warning voice should a bone adept not be around.

The Assistant Director of the Melbourne Lab. Anna often comes up with weapons to help fight bone fighters once they are in bone form, but she also tries to act as the most cautious voice when it comes to attacking the unknown.

The Director of the Melbourne Lab. He was the head bone researcher who rescued Victor and Gregory from a war savaged country before they were accepted by Wolf and Tiger. He is usually drunk and believes his words can provide anyone hope.

The leader of all bone research team for The Lab, both in Melbourne in Australia. He takes multiple trips to Japan whenever new bone data is unlocked to update his records. Currently he's working with Chie Ryuujin to try and unlock the final form of the cocoon and master the hidden powers of Majin Bone. He acts like a typical mad scientist and is nicknamed the demon scientist because of the tests he comes up with.

The Director of the Los Angeles Lab and Luke's father.

The mother of Shougo. She is also the head researcher for cocoon technology for bone research. At a young age she saw visions of the Nepos Angelis Council attacking when Shougo got older, and she knew the Earth would be destroyed if she couldn't come up with technology to counter it. Chie spends her time in space working on the cocoon's, which have to be made in zero gravity. She isn't able to talk with any of her family, outside of Shougo when he is at one of the labs, but she has vowed to return to be with them when the Earth is finally safe.

Anime

References

External links
 
Majin Bone at TV Tokyo 
Majin Bone at Toei Animation 

Bandai games
Japanese card games
Shueisha franchises
Shueisha manga
Toei Animation television
TV Tokyo original programming
Shōnen manga