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The Rule of Reciprocation : We should try to repay, in kind, what another person has provided us.

The Rule of Reciprocation : We should try to repay, in kind, what another person has provided us. Reciprocity. All human societies have this rule (Gouldner, 1960) “an honored network of obligation” (Leakey & Lewin, 1978); “web of indebtedness” (Tiger & Fox, 1971) Enables division of labor

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The Rule of Reciprocation : We should try to repay, in kind, what another person has provided us.

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  1. The Rule of Reciprocation:We should try to repay, in kind, what another person has provided us.

  2. Reciprocity • All human societies have this rule (Gouldner, 1960) • “an honored network of obligation” (Leakey & Lewin, 1978); “web of indebtedness” (Tiger & Fox, 1971) • Enables division of labor • Creates interdependence and societal bonds

  3. Regan (1971) • “Art appreciation” study • Reciprocity condition: confederate leaves and returns with a Coke for the participant • Control condition: confederate leaves and returns • Confederate asks participant to buy raffle tickets

  4. Regan (1971) • Participants given a Coke bought twice as many tickets as those not given anything • For participants in the control condition, the more they liked the confederate, the more tickets they bought • For participants in the reciprocity condition, liking was completely unrelated to ticket purchases

  5. Different outcomes of persuasion • Short-term compliance • Long-term attitude change

  6. Reciprocity in real life • “Free” gifts • “Free” samples • Political donations • Dating

  7. Reciprocity in long-term relationships • Reciprocity operates differently in long-term relationships (families, long-term friendships) • Willingness to provide what the other needs, when it is needed. • Tit-for-tat reciprocity would be awkward and unwanted • It does appear that we keep some accounting

  8. Modern thoughts on reciprocity • Inclusive fitness • “Generational” reciprocity

  9. Reciprocal concessions • Negotiation • Rejection then retreat • The “door-in-the-face” technique (Cialdini et al., 1975)

  10. Cialdini and Ascani (1976) • Students asked to donate blood in a campus blood drive • Door-in-the-face: first asked to donate a pint every six weeks for three years • Control: just asked to donate one pint • Would they agree to donate again?Door-in-the-face: Control:

  11. Benton, Kelley, and Liebling, 1972 • Participants bargained with a “negotiation opponent” for a pool of money • Opponent • Made an extreme demand and stuck with it • Made a moderate demand and stuck with it • Made an extreme demand and retreated to a moderate demand • Third condition led to greater agreement, greater feelings of responsibility for the outcome, and greater satisfaction with the outcome

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