The Rule of Reciprocity is a principle present in every society and culture, as discussed by Gouldner (1960; cited in Cialdini). It can be understood as the foundation of mutual interaction in all human and animal communities – without adhering to it, creating any social order would likely be impossible.
Reciprocation – definition
If you have done something good for me, I will also do something good for you.
Examples of Application in Marketing and Advertising:
- Free samples (e.g., cosmetics, coffee, excerpts of e-books, etc.)
- Tastings
- Holiday cards for customers
- Promotional materials (pens, notebooks, eco-friendly bags, etc.)
- Contests with prizes
Other Examples:
- Political engagement: The belief that the essence of political activity is providing favors to party colleagues, thus building support groups. This often involves appointing individuals to state positions for future reciprocation, such as voting during party elections.
- Buying someone drinks in a club: This includes the additional factor of increasing intoxication, raising the person’s susceptibility to influence and manipulation.
Bibliography:
- Cialdini, R. (2000) Influence: Science and Practice. (B. Wojciszke – translator.) Gdańsk: GWP (Original publication year: 1993)
- Dolinski, D. (2008) Techniques of Social Influence. Warsaw: SCHOLAR