HC 1 reciprocity
Click and run = things that trigger something that makes us react
automatically
-> tendency to mechanically react to information/ a situation
‘Useful’ shortcuts/heuristics
⁃ Expensive/popular = good
⁃ Any reason must be a valid reason
Cialdini 7 principles
⁃ Reciprocity
⁃ Liking
⁃ Unity (new in latest edition)
⁃ Social proof
⁃ Authority
⁃ Scarcity
⁃ Commitment & consistency
Core motives of social influence
Stage 3: motivate action
Stage 2: reduce uncertainty
Stage 1: cultivate a positive association (liking)
Reciprocity (wederkerigheid): the science of gift-giving
Wanting to do something in return after receiving something
(Gouldner, 1960) “To give back what is given to us”
Strong societal norm to reciprocate
Pre-money society
People living in small tribal societies
People traded goods instead of money. Not always logical because
you can’t keep exchanging shoes for bread because you need bread
everyday and not shoes everyday.
Communal exchange: give stuff based on the needs of everyone and
don’t always need anything in return.
Social exchange
Communal - reciprocal - negotiated
<—————————————————>
Communal: don’t expect anything in return (example, mother
raising a kid, you do a lot for them but you do not expect anything in
return)
Reciprocal: don’t need anything in return right away but someday
you expect something in return (example you help me paint my
,house, and when asked to help move you help). There is no end of
the debt, because favours are not exactly the same so there will
always be some debt on some side.
Negotiated: beforehand an exchange rate is set. For example in
supermarket, set price for objects.
Depends on how strong the relationship is (helping your kids and not
needing anything back -> strong relationship but in supermarket ->
weak relationship)
Can be used as a tactic
When given a gift with a request, you get more for the request
- (falk, 2007) Donation example, 4 postcards given with the
request get more donations than 1 card or no card
The reciprocity does not have to be of the same value, size of the
gift does not have to be the same as the return favour
- (example of mints/sweets and a day salary)
Repeating the same gift, the effect becomes less (the niceness of
the gesture decreases by doing the exact same thing)
Overcoming preference
(regan, 1971) Art judgement based on angry phone call or not and
given a drink. Afterwards asked to buy raffle tickets.
The phone call did not influence the tickets bought. The gift giving
did influence, when given a gift the tickets bought were more.
(boster et al., 1995) The relationship you have with the person also
depends. With friends you do not feel the need to act in return
immediately, with strangers the need is more because you will not
see the person anymore and otherwise you cannot do anything in
return. (gift worked for strangers, people bought more raffle tickets
because they felt they had to return the favor immediately because
they did not think they would see the person anymore)
Gift vs reward:
reward: Sign up & get 10% off your next purchase. People can make
a conscious decision if the reward is high enough, is the return
favour the same value.
Gift: give something beforehand. Gift is more effective. You cannot
think about if the gift and the return favour are of the same value
The nature of the gift:
(kube et al. 2012) When given a gift, people were more motivated to
work. When given more salary the increase in motivation was less
than the gift. Gifts are intentional and seen as a kindness.
, When the receiving is not seen as a gift but as an influence tactic,
the compliance is less. It is then easier to say no.
Explanations:
Negative affect
⁃ Obligation/ indebtness -> we don’t want to feel in debt with
someone
⁃ Social pressure/ fear of rejection -> we want to be seen as a
good person, we don’t want to be negatively judged.
Positive affect:
⁃ Gratitude -> we want to feel good
⁃ Liking -> we are more likely to do something for people we
like.
Social pressure (whatley, webster, smith & rhodes, 1999)
Public or not what amount of money people were giving. The favor
condition was higher, when receiving a favor beforehand people will
donate more money. In public situation people will give more, but
the favor still works in private situation.
Obligation and gratitude (kolyesnikova & dodd, 2009) -> higher
gratitude and obligation feeled when the wine tasting was free
compared to a fee paid.
Obligation: goal to restore equity
Gratitude: goal to build a relationship
If you want to build a relationship, you should give something but
you should not want or expect anything in return immediately.
Click and run = things that trigger something that makes us react
automatically
-> tendency to mechanically react to information/ a situation
‘Useful’ shortcuts/heuristics
⁃ Expensive/popular = good
⁃ Any reason must be a valid reason
Cialdini 7 principles
⁃ Reciprocity
⁃ Liking
⁃ Unity (new in latest edition)
⁃ Social proof
⁃ Authority
⁃ Scarcity
⁃ Commitment & consistency
Core motives of social influence
Stage 3: motivate action
Stage 2: reduce uncertainty
Stage 1: cultivate a positive association (liking)
Reciprocity (wederkerigheid): the science of gift-giving
Wanting to do something in return after receiving something
(Gouldner, 1960) “To give back what is given to us”
Strong societal norm to reciprocate
Pre-money society
People living in small tribal societies
People traded goods instead of money. Not always logical because
you can’t keep exchanging shoes for bread because you need bread
everyday and not shoes everyday.
Communal exchange: give stuff based on the needs of everyone and
don’t always need anything in return.
Social exchange
Communal - reciprocal - negotiated
<—————————————————>
Communal: don’t expect anything in return (example, mother
raising a kid, you do a lot for them but you do not expect anything in
return)
Reciprocal: don’t need anything in return right away but someday
you expect something in return (example you help me paint my
,house, and when asked to help move you help). There is no end of
the debt, because favours are not exactly the same so there will
always be some debt on some side.
Negotiated: beforehand an exchange rate is set. For example in
supermarket, set price for objects.
Depends on how strong the relationship is (helping your kids and not
needing anything back -> strong relationship but in supermarket ->
weak relationship)
Can be used as a tactic
When given a gift with a request, you get more for the request
- (falk, 2007) Donation example, 4 postcards given with the
request get more donations than 1 card or no card
The reciprocity does not have to be of the same value, size of the
gift does not have to be the same as the return favour
- (example of mints/sweets and a day salary)
Repeating the same gift, the effect becomes less (the niceness of
the gesture decreases by doing the exact same thing)
Overcoming preference
(regan, 1971) Art judgement based on angry phone call or not and
given a drink. Afterwards asked to buy raffle tickets.
The phone call did not influence the tickets bought. The gift giving
did influence, when given a gift the tickets bought were more.
(boster et al., 1995) The relationship you have with the person also
depends. With friends you do not feel the need to act in return
immediately, with strangers the need is more because you will not
see the person anymore and otherwise you cannot do anything in
return. (gift worked for strangers, people bought more raffle tickets
because they felt they had to return the favor immediately because
they did not think they would see the person anymore)
Gift vs reward:
reward: Sign up & get 10% off your next purchase. People can make
a conscious decision if the reward is high enough, is the return
favour the same value.
Gift: give something beforehand. Gift is more effective. You cannot
think about if the gift and the return favour are of the same value
The nature of the gift:
(kube et al. 2012) When given a gift, people were more motivated to
work. When given more salary the increase in motivation was less
than the gift. Gifts are intentional and seen as a kindness.
, When the receiving is not seen as a gift but as an influence tactic,
the compliance is less. It is then easier to say no.
Explanations:
Negative affect
⁃ Obligation/ indebtness -> we don’t want to feel in debt with
someone
⁃ Social pressure/ fear of rejection -> we want to be seen as a
good person, we don’t want to be negatively judged.
Positive affect:
⁃ Gratitude -> we want to feel good
⁃ Liking -> we are more likely to do something for people we
like.
Social pressure (whatley, webster, smith & rhodes, 1999)
Public or not what amount of money people were giving. The favor
condition was higher, when receiving a favor beforehand people will
donate more money. In public situation people will give more, but
the favor still works in private situation.
Obligation and gratitude (kolyesnikova & dodd, 2009) -> higher
gratitude and obligation feeled when the wine tasting was free
compared to a fee paid.
Obligation: goal to restore equity
Gratitude: goal to build a relationship
If you want to build a relationship, you should give something but
you should not want or expect anything in return immediately.
