Influence: Science and Practice Cialdini 2001

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Influence Science and PracticeCialdini (2001)

• Chapter 2
• Reciprocation

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The Rule of Reciprocity

• The Rule We should try to repay, in kind, what
  another person has provided us.
• One of the most potent forms of influence.
• All human societies subscribe to the rule
  (Gouldner 1960).
• Unique adaptive mechanism of human beings studied
  by many disciplines.
• Each of us has been well trained to comply with
  and believe in the reciprocity rule!
• Note The Rule Does Not Apply to Family and
  Other Close Communal Relationships.

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Reciprocation

• Archaeologist Leakey contends that we are human
  because our ancestors learned to share food and
  skills in an honored network of obligation
  i.e., reciprocity is the essence of what makes us
  human.
• Cultural anthropologists attribute this web of
  indebtedness with allowing for
• Division of labor
• Exchange of diverse goods and services
• Creation of interdependencies that bind
  individuals together into highly efficient units

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Why Is the Rule Easily Exploited?

• The Rule is Extremely Powerful.
• The Rule Applies Even to Uninvited Favors.
• The Rule Can Spur Unequal Exchanges.
• The Rule Can Work Even When We Dont Like the
  Requester.
• The Rule Also Applies to Concessions.
• When Paired with Perceptual Contrasts the Rule
  May be Even More Powerful.
• Case in Point Regan Experiments (1971)
• What happened with Joe?

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1. The Rule is Extremely Powerful.

• Politics
• Exchanging Votes
• Gift Giving and Favors
• Free Samples Amways Bug
• Even Medical Research Calcium Channel Blockers
• World War I German Soldier

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2. The Rule Applies Even to Uninvited Favors.

• Anthropologist Mauss (1954) describes the social
  pressures surrounding the gift-giving process in
  human culture
• There is an obligation to give.
• There is an obligation to receive.
• There is an obligation to repay.
• Joe
• The Hare Krishna Society
• Researchers
• Nonprofit organizations
• etc., etc., etc

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3. The Rule Can Spur Unequal Exchanges.

• A small initial favor can produce a sense of
  obligation to agree to a substantially larger
  favor.
• The person choosing the nature of the indebting
  first favor and the nature of the debt-canceling
  return favor setting the stage for
  exploitation.
• Joe
• Woman Lending Her Car
• Man Buying Woman Drinks

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4. The Rule Can Work Even When We Dont Like
the Requester.

• In the Regan (1971) experiments the relationship
  between liking and compliance was completely
  wiped out in the condition where Joe had given
  the subject a Coke.
• Hare Krishna Society

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5. The Rule Also Applies to Concessions.

• Another Consequence of The Rule is an Obligation
  to Make a Concession to Someone Who Has Made a
  Concession to Us.
• Creates Socially Beneficial Cooperation
  /Compromise
• Enables Exchange
• Boy Scout Cialdini

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Reject-Then-Retreat Technique

• AKA The Door-in-the-Face Technique
• Steps
• Ask For a Large Favor
• It is Turned Down
• Ask For a Small Favor that Was Wanted All Along
  (It is Viewed as a Concession).
• The Need to Respond With A Reciprocal Concession
  is Created
• Smaller Favor is Fulfilled.
• County Youth Counseling Program Experiment

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6. When Paired with Perceptual Contrasts
the Rule May be Even More Powerful.

• Watergate Break-Ins of the Democratic National
  Committee that Lead to the Ruin of Richard
  Nixons Presidency.
• Salespeople Talking the Top of the Line
• Blood Donation Experiment Rejection-Then-Retreat
  Even Works for Future Favors

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The Sweet, Secret Side Effects

• Positive By-Products for Those Who Engage in the
  Act of Concession
• Feelings of Greater Responsibility For
• Satisfaction With the Arrangement

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Defense

• Rejecting the Rule When Appropriate
• Accept Offers for What They Fundamentally Are
• Authentic Generosity Enter Into Exchange
• Trick Reject the Rule and React Accordingly
• The rule says that favors are to be met with
  favors it does not require that tricks be met
  with favors.