1ReciprocationReciprocation1) RepaymentGiving to those who have given to youTwo forms of ReciprocationChristmas Card StudyPhil Kunz, a psychologist at Brigham Young University in Provo Utah sent 578 Christmas cards (signed “Joyce and Phil”) to strangers living in Chicago, Illinois. 117 (over 20%) sent a card in returnA significant number of return cards had notes or letters enclosedOnly 6 of the 117 people who returned a card said they could not remember themcpRepaymentDonationswithout giftDonationswithgift18% 35%RepaymentObligationGuiltEvolutionarily adaptiveReciprocation2) ConcessionsMake concession in return for concession made by anotherTwo forms of Reciprocation2ReciprocationWorks because:– 1st request makes 2nd request seem more moderate and acceptable– By making a 2nd, more moderate, request the requester appears to have made a concession, which makes other person feel obligated to make a reciprocal concessioncpTwo step procedure:1. Large request (get No!)2. Smaller request (get Yes!)ReciprocationDoor-in-the-FaceTechniqueCounty Youth Study: Cialdini et al. (1975)Independent variable: RequestExperimental group: “Would you be willing to serve as unpaid counselors to juvenile delinquents 2 hrs./wk for 2 years?”(inflated request)“No? Ok, would you be willing to serve as unpaid chaperons for juvenile delinquents on a day trip to the zoo?”(concession)Control group: Asked....“Would you be willing to serve as unpaid chaperons for juvenile delinquents on a day trip to the zoo?”cpCounty Youth Studycp0%10%20%30%40%50%60%Control Group Experimental Group% agreeing to go to zooDoor-in-the-Face TechniqueFactors that reduce its effectiveness:–Initial request too extreme–Request for selfish purposes–Delay between 1st and 2nd requestcpThat’s Not All TechniqueTwo step strategy:1. Inflated request2. Offer discount or bonus3Cupcake Sale: Burger (1986)3 Conditions:That’s Not All: •Cost per cupcake $1.25, then reduced to $1.00Bargain:•Cost per cupcake $1.00, had been $1.25Control:•Cost per cupcake $1.00cpCupcake Salecp0%10%20%30%40%50%60%That's Not All Bargain Control% who bought a
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