Persuasion and Influence - 2011 - Session 3 PDF

8/6/2019 Persuasion and Influence - 2011 - Session 3 PDF

1/7

4/13/11

1

Persuasion and Influence

Professor Noah Goldstein

UCLA Anderson School of Management

Session 3

1All Materials 2011 Noah J. Goldstein

The norm of reciprocationthe obligation to repay favorsis

deeply ingrained in people across all human societies.

PRINCIPLE OF RECIPROCITY

2

$50 $

5

VS.

Survey sent to medical doctors.

3$50 Reward $5 Gift

0%

60%

80%

40%

20%

10%

30%

50%

70%

$50

$5

4


2/7

4/13/11

2

5 6

7

Standard Environmental Message

8


3/7

4/13/11

3

Conditional Reciprocity (Deal-making)

9 ConditionalReciprocity

0 %

5 %

10 %

15 %

20 %

25 %

30 %

35 %

-5 %

-10 %10

Unconditional Reciprocity

11

0 %

5 %

10 %

15 %

20 %

25 %

30 %

35 %

-5 %

-10 %

Unconditional

ReciprocityConditional

Reciprocity12


4/7

4/13/11

4

13

Reciprocity

1. Giving gifts or performing favors that

are contingent on your audiences

compliance is NOT really reciprocity;

its deal-making.

2. Give gifts and perform favors whenyou dont need help.

14

Take a tip from those who get them:

15

0%

One Mint

30%

20%

10%

Two Mints

5%

15%

25%

35%

16


5/7

4/13/11

5

Take a tip from those who get them:

+

17

0%

One Mint

30%

20%

10%

Two Mints Two Mints (1+1)

5%

15%

25%

35%

++

18

Reciprocity3. Gifts/favors most powerful when they are:

Significant (i.e. meaningful)

Unexpected19

Personalized (i.e. tailored)

4. Dont fumble away opportunities tobenefit from the genuinely helpful

actions youve performed.

You might not be entitled to gain from those actions, but youare at least entitled to have the value of your favor recognized

from those actions via the reciprocity norm.

20


6/7

4/13/11

6

BUT ARE FAVORS GENERALLY MORE LIKE

BREAD OR LIKE WINE?

There are many examples in which feelings of

obligation to reciprocate a favor last many years.

It dependson whether youre

the giver orreceiver of the

favor.Recipient Favor-doer

21

Reciprocity

5. The value of a favor diminishes in

the eyes of the recipient over time.

Greatest value of favor will be in short-term. Subtle reminders can act as a booster shot.

6. The value of a favor increases inthe eyes of the favor-doer over time.

The favor-doer will expect you toreciprocate far into the future, by which

time you might feel less inclined to

reciprocate.22

Reciprocity

7. When giving gifts, think outside

of what comes in a box(i.e. go beyondtangible items).

23

Reciprocity

7. When giving gifts, think outside

of what comes in a box(i.e. go beyondtangible items).

8. In addition to thinking about Whocan help me?, adopt an orientation of

Whom can I help?

24


7/7

4/13/11

7

Lyndon Baines Johnson

25

Your First Days: A Checklist Quickly establish reputation for performance

Provide unsolicited help where you can. Recruit allies

Figure out how you can help others now, when youdont need help yourself

Gather information, use it to help peopleWhere is the mail in your organization?

26

27

0

Control

Condition

60

40

20

Gratitude

Condition

10

30

50

70

Reciprocity

9. When someone does a favor for you, showing

your gratitude will greatly enhance thelikelihood that person will do another favor for

you in the future.

28

- Be specific as to why you are thankful andwhat the impact has been on your life.

- Where appropriate, be effusive.

Documents

Persuasion and Influence - 2011 - Session 3 PDF