Weapon of Influence, Why Reciprocity Rules

As a species, we possess triggers that we are almost powerless to resist and we respond to these triggers in specific and predictable ways. Knowing first, that these triggers exist and second how we are likely to respond is of immense value to salesmen and marketers alike.

One of the most powerful triggers is the reciprocity rule which says, “…we should repay, in kind, what another person has provided us.” - Robert B. Cialdini

When someone does you a favor, you feel an obligation to respond with a favor of equal or greater value. Interestingly, this is not a cultural phenomenon limited to any one society but rather a commonality to every one of us with the exception of the odd sociopath, but that’s another conversation altogether.

A University Professor conducted an experiment whereby he sent Christmas cards to a sample of complete strangers. Of course, he expected a response but was stunned to find that almost 100% of the unknowing guinea pigs reciprocated.

The reciprocity rule can be overpowering and is not subject to the initial receiver’s personal feeling towards the provider. The sense of obligation to reciprocate overrides personal distaste or preconceived notions and is a powerful tool to getting to ‘yes’.

The Krishnas employed the reciprocity rule by giving flowers to unsuspecting patrons in airports as gifts and then soliciting a donation. Their strategy was to state that the flower was a gift and under no circumstances were they permitted to take it back, thus triggering an overpowering desire for the recipient to reciprocate in the form of spare change despite their personal feeling toward the solicitor. As a result the Krishna’s donations soared.

“Although the obligation to repay constitutes the essence of the reciprocity rule, it is the obligation to receive that makes the rule so easy to exploit.” – Robert B. Cialdini