Week 5- The Principle Of Reciprocity Flashcards
How to use reciprocity strategically
The ‘influencer’ will make the first move. When what they really want to do is receive
How do you relieve the sense of obligation
As a recipient receives a gift, they feel a sense of obligation to return the favour
Calidini’s “hotel towel” study
This study is instructive
Tried different messages to see which would encourage guests to reuse their towels, rather than have them washed and replaced
What were the two conditions for calidini’s hotel towel study
The incentive condition
The reciprocity condition
What was the incentive condition
Hotel suggested they would respond to the guests actions: “reuse your towel and we will donate to a non-profit conservation charity
What was the reciprocity condition
The hotel suggested the reverse order: “we have donated to charity, in return can you reuse your towel
What was the point of the two conditions in calidini’s study
The attempt to create a sense of obligation in the guests was successful , and reuse was higher in the reciprocity condition. Moving first worked in this case
The first move as a concession
The first move can even be a concession, as illustrated in the “retreat then reject” manoeuvre
The seller makes asks initially for an unrealistic price, then reduces it as a “concession” to the buyer
- this can lead to the buyer to reciprocate by accepting the offer
Unbalanced reciprocation
Sometimes the favour returned can greatly outweigh the initial favour
Eg, resuaturanys give a lollipop with the bill and the customers give a big tip
The restaurant moved first
Returning favours without awareness
In the US, studies have shown that doctors are sensitive to the gifts they receive from the pharmaceutical industry
- the more they revive from a company, the more likely they are to offer prescriptions for that company’s drugs (doctors are doing this without awareness)
Returning favours Without awareness and doctors
Pharmaceutical industries demonstrate to doctors that they are both willing and able to use. Their massive resources to give aid.
- by personalising their relationship with doctors, through personal sales representatives, they tap even further into our reciprocity adaptations.
- a personal sales rep means first, that the doctor will have repeated interactions with an individual; and second, this arrangement takes advantage of the way we keep track of individuals and what benefits they have provided for us
What does calidini quote about never accepting gifts
That it would be absurd to never accept gifts, in fear of being strategically manipulated
- reciprocity is too important to society to refuse to participate in this way
What does calidini propose instead of never accepting gifts
Suggests we accept gifts but be ready to redefine
“The rule says that favours are to be met with favours; it does not require tricks be met with favours
