subject: Persuasion And Influence-Defense Against The Law Of Reciprocation [print this page] Persuasion And Influence-Defense Against The Law Of Reciprocation
You probably have heard of the saying "what goes around comes around". This saying especially holds true in the field of persuasion and is known as the Law of Reciprocation. The idea is that if you were to do someone a favor, the person would be morally obliged to return this favor.
There was once a supermarket in Indiana which sold an amazing 1,000 pounds of cheese in a few hours after the operator thought of putting out the cheese and inviting customers to cut off samples for themselves one day.
Companies such as Amway also tell their salesmen to give out free samples for prospects to try. This seemingly simple tactic actually greatly boosted sales volume and led to a large increase in revenue for Amway.
The free samples offered in the two examples above actually made the customer feel obliged to reciprocate on the gift that had been given to them, leading to the increase in sales of the cheese.
Why does the Law of Reciprocation work? Strangely enough, it is as though we have been conditioned to follow it. From young, we have been taught to reciprocate kindness shown to us with kindness of our own. Generally, individuals who do not conform to the reciprocity rule are given desirable labels such as mooch and ingrate.
So, the next time you accept a free gift or try out a product, access the product in its entirety first before making the decision to buy the product or accept the gift. Do not be swayed by the need to reciprocate on the kindness shown by the salesman in letting you try the product. Ask yourself if you really need the product before buying it.
Of course, if the gift comes from a friend, then it is likely that he or she will not have any ulterior motives.
However, if the gift comes unexpectedly from say, an organization soliciting for donations on the street, then assess the organization first before deciding whether to donate to it. Knowledge of the Law of Reciprocation can minimize chances of you succumbing to it and buying things that you do not need.