Social influence
Reciprocity
The six principles
Six principles that underly social influence:
The idea of this principles is based on that we need shortcuts in our behaviour. We can’t decide on
everything deliberately. We like to see ourselves as rational human beings, however we don’t have
the time and shortcuts.
An automatic trigger (territorial behaviour) by birds who respond to other birds with a red
chest
A necklace suddenly gets sold when the price is increased from 5 euros to 100euros. The
attached short cut can be defined as: expensive = good.
Giving a good reason increases the change to go first when copying some papers. However,
when just saying “can I go first, BECAUSE I need to make copies” (which ofcourse you do!)
has the same effect. The attached short cut can be defined as: giving reasons, which gives a
shortcut to be more willing to help someone
These six principles usually work in a mindless manner.
Reciprocity
Reciprocity is a social norm of responding to a positive action with another positive action,
rewarding kind actions.
Spirit of Louisiana After 9/11 a lot of fire trucks were broken. Louisiana raised a lot of
money and drove a fire truck all the way to New York. When a few years later Louisiana was
hit by a hurricane, several firemen drove to Louisiana.
Giving rounds of beer By giving beer, you expect others to pay for your beer as well.
Pre-money society
In the pre-money world, there was no reciprocity. If a shoemaker needed bread, he would
just get a bread instantly (without direct trade).
People keep a sense of debt in their mind, which was already present in pre-money societies.
Reciprocity
The six principles
Six principles that underly social influence:
The idea of this principles is based on that we need shortcuts in our behaviour. We can’t decide on
everything deliberately. We like to see ourselves as rational human beings, however we don’t have
the time and shortcuts.
An automatic trigger (territorial behaviour) by birds who respond to other birds with a red
chest
A necklace suddenly gets sold when the price is increased from 5 euros to 100euros. The
attached short cut can be defined as: expensive = good.
Giving a good reason increases the change to go first when copying some papers. However,
when just saying “can I go first, BECAUSE I need to make copies” (which ofcourse you do!)
has the same effect. The attached short cut can be defined as: giving reasons, which gives a
shortcut to be more willing to help someone
These six principles usually work in a mindless manner.
Reciprocity
Reciprocity is a social norm of responding to a positive action with another positive action,
rewarding kind actions.
Spirit of Louisiana After 9/11 a lot of fire trucks were broken. Louisiana raised a lot of
money and drove a fire truck all the way to New York. When a few years later Louisiana was
hit by a hurricane, several firemen drove to Louisiana.
Giving rounds of beer By giving beer, you expect others to pay for your beer as well.
Pre-money society
In the pre-money world, there was no reciprocity. If a shoemaker needed bread, he would
just get a bread instantly (without direct trade).
People keep a sense of debt in their mind, which was already present in pre-money societies.
