Influence: The Psychology of Persuasion

by Robert B. Cialdini

According to sociologists and anthropologists, one of the most widespread and basic norms of human culture is embodied in the rule of reciprocation. The rule requires that one person try to repay, in form, what another person has provided. By obligating the recipient of an act to repayment in the future, the rule allows one individual to give something to another with confidence that it is not being lost. This sense of future obligation within the rule makes possible the development of various kinds of continuing relationships, transactions, and exchanges that are beneficial to society. Consequently, all members of all societies are trained from childhood to abide by the rule or suffer serious social disapproval. The decision to comply with another’s request is frequently influenced by the reciprocity rule. One favorite and profitable tactic of certain compliance professionals is to give something before asking for a return favor. The exploitability of the tactic is due to three characteristics of the rule of reciprocation. First, the rule is extremely powerful, often overwhelming the influence of other factors that normally determine compliance with a request. The rule becomes particularly potent when the gift, favor, or service is personalized or customized to the recipient’s current preferences