Reciprocation

The rule of reciprocity can explain both findings of this study based on the
three characteristics of reciprocation. The rule can explain the increase in the
percentage of completed survey because one characteristic is that it applies even to
uninvited first favors. The physicians did not request that they receive
compensation to fill out a survey. However, since they did receive the $20 check
they felt more obliged to fill the survey than those who had the choice of filling it to
later receive the $20 or simply refusing to participate. Just like the Krishna
supporter provides a person with a flower as a ‘gift’ and asks for a donation, the $20
check is very hard to refuse and the obligation of filling out the survey is just as hard
as taking the flower from the Krishna supporter and walking away without making a
donation. This brings us to the first characteristic of the rule, which is that it is
extremely powerful. This characteristic explains why only 26% of those who did
not fill out the survey actually cashed the check while 95% of those who did fill it
out cashed the check. It is interesting to note that in this case, however, the roles
are actually reversed. The physician is now the person who did a favor by filling out
the survey and they feel entitled to be rewarded by cashing the check. This study is
more complicated than the Krishna supporter with the flower. When the supporter
hands the flower, the ‘gift’ is already exchanged. However, the check works on two
levels. First, it indicates the commitment of the survey creators to providing the
compensation. Second, it becomes a reward for the physicians who did fill out the
survey, which means those who didn’t will not feel as entitled to it. It would be
interesting to see how different the results would be if the survey used cash instead.
I would assume that the more than 78% would fill out the survey but that it would
create a negative reaction for future surveys. Physicians would then catch on to the
reciprocity rule and use a defense mechanism against it.

One area where the reciprocity rule might become unethical is when people
provide small gifts to public officials or to anybody with authority over important
decisions. Because of the third characteristic of the rule; reciprocity can spur
unequal exchanges, it is difficult to gage when the gift actually becomes a bribe. A
public official may be allowed to accept gifts that are less than a certain value, but
because of the unequal exchange characteristics he or she may feel obliged to
change their actions to repay the person who provided the gift. Back when I was in
high school, where my mother was the vice principal and was in charge of accepting
new students, I remember my mother receiving a small gift from someone who
wanted their son to enroll in the international school. It was an electronic agenda
and my mother did not accept the student even though she had accepted the gift. I
think she was well aware of the defense to reciprocity, which is accepting the favors
in good faith but redefining them as tricks in order not to feel obliged to be
influenced by them.
Commitment and Consistency

- remind myself of obligation

o registered to the course, part of the mba

o already put in time for midterm and assignments

- write down a schedule of studying

o put it on paper (or digital calendar)

o tell someone about it (spouse)

- schedule study time with a friend

o once you have a time and place, you are committed even if the
friend doesn’t show up

- low-balling: convince myself that it will not require much to prepare for
the exam and commit to it. Once I start I will realize that I need to spend
more time, but I will have already been committed to it.

- foot-in-door? Door-in-face? Framing?

Social Proof

Which two factors maximize the influence of social proof on an individual?

- uncertainty

- similarity

What was it about the Jonestown, Guyana situation that allowed these two
factors to operate forcefully?

- moving from LA to Guyana left the cult members in a very uncertain

environment of which they knew nothing about

- moving to Guyana placed them in an environment where they were

different from the locals but very similar to each other

- I would even add that commitment and consistency played a role here.
The move from LA to Guyana displayed a high level of commitment on
behalf of the members. This weighed heavily on their decision
concerning the suicide. They probably felt that they had to remain
consistent with their already life-changing decision of moving from LA to
Guyana.
Liking

Suppose you wanted the person sitting next to you in class to like you more.
Using the factors discussed in this chapter, describe how you would arrange your
next encounter to accomplish your goal.

- Several factors increase the overall attractiveness of likability

- physical attractiveness

- similarity

- praise

- increased familiarity, contact under positive circumstances

- association to positive things

Authority

Which are the three most influential symbols of authority, according to the
research discussed in the chapter?

- titles

- clothing

- automobiles

Give examples from your own experience of the way you have seen at least
two of these symbols work.
Scacity

For more than a decade, the major message of massive advertising campaign
for Virginia Slims cigarettes has been that modern women ”have come a long way”
from old days when they were required by social norms to be subdued, proper and
obedient. No longer, imply these ads, should a woman have to fell bound by
chauvinistic and outmoded constraints on her independence. No matter what your
view of the basic message, use your knowledge of psychological reactance to help
explain the following fact: During the lengthy duration of this campaign, the
percentage of cigarette smokers has risen in only one U.S. demographic group –
teenage women.

- According to psychological reactance theory, we respond to the loss of

freedoms by wanting to have them.

- This is especially evident during teenage years.