Social Influence 2025
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, Social influence
Reciprocity
The six principles
Six principles that underly social influence:
The idea of this principles is based on that we need shortcuts in our behaviour. We can’t decide on
everything deliberately. We like to see ourselves as rational human beings, however we don’t have
the time and shortcuts.
An automatic trigger (territorial behaviour) by birds who respond to other birds with a red
chest
A necklace suddenly gets sold when the price is increased from 5 euros to 100euros. The
attached short cut can be defined as: expensive = good.
Giving a good reason increases the change to go first when copying some papers. However,
when just saying “can I go first, BECAUSE I need to make copies” (which ofcourse you do!)
has the same effect. The attached short cut can be defined as: giving reasons, which gives a
shortcut to be more willing to help someone
These six principles usually work in a mindless manner.
Reciprocity
Reciprocity is a social norm of responding to a positive action with another positive action,
rewarding kind actions.
Spirit of Louisiana After 9/11 a lot of fire trucks were broken. Louisiana raised a lot of
money and drove a fire truck all the way to New York. When a few years later Louisiana was
hit by a hurricane, several firemen drove to Louisiana.
Giving rounds of beer By giving beer, you expect others to pay for your beer as well.
Pre-money society
In the pre-money world, there was no reciprocity. If a shoemaker needed bread, he would
just get a bread instantly (without direct trade).
People keep a sense of debt in their mind, which was already present in pre-money societies.
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, Social exchange
Three types of exchange:
Communal This is what communism is about: the stronger the shoulders, the more weight
needs to be carried. For example parents and their children: the parents won’t expect
anything back.
Reciprocal I give something, but hope something will be given in return.
o The stronger the relationship, the less likely you are to have a strict sense of
reciprocity. It does not have to be in the immediate future.
Negotiated Everyone agrees on the exchange, no relationship is necessary. Tit-for-tat.
So… reciprocity
To give back what another has given you
Evolutionary principle Reciprocity in evolutionary biology refers to mechanisms whereby
the evolution of cooperative or altruistic behaviour may be favoured by the probability of
future mutual interactions.
Strong societal norm to reciprocity Worldwide.
Comparison of strategies to improve organ donation
Reciprocity (including sweets by the letter) leads to more compliance to the request.
Reciprocity as a tactic
Experiment 1: Falk, 2007
Donation to a charitable organization
10.000 letters were sent out, included were either:
o Nothing
o One postcard drawn by a child
o Four postcards drawn by a child
The donations were highest in the large gift condition, followed by the small gift condition.
More people donated, and they donated more money (almost twice as much).
Experiment 2
Percentage of investment bankers who donate a day’s salary to charity.
They donated more when including sweets and a personal email (=reciprocity).
Gedownload door: ikarumba316 | € 912 per jaar
Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. extra verdienen?
Gedownload door: ikarumba316 | € 912 per jaar
Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. extra verdienen?
, Social influence
Reciprocity
The six principles
Six principles that underly social influence:
The idea of this principles is based on that we need shortcuts in our behaviour. We can’t decide on
everything deliberately. We like to see ourselves as rational human beings, however we don’t have
the time and shortcuts.
An automatic trigger (territorial behaviour) by birds who respond to other birds with a red
chest
A necklace suddenly gets sold when the price is increased from 5 euros to 100euros. The
attached short cut can be defined as: expensive = good.
Giving a good reason increases the change to go first when copying some papers. However,
when just saying “can I go first, BECAUSE I need to make copies” (which ofcourse you do!)
has the same effect. The attached short cut can be defined as: giving reasons, which gives a
shortcut to be more willing to help someone
These six principles usually work in a mindless manner.
Reciprocity
Reciprocity is a social norm of responding to a positive action with another positive action,
rewarding kind actions.
Spirit of Louisiana After 9/11 a lot of fire trucks were broken. Louisiana raised a lot of
money and drove a fire truck all the way to New York. When a few years later Louisiana was
hit by a hurricane, several firemen drove to Louisiana.
Giving rounds of beer By giving beer, you expect others to pay for your beer as well.
Pre-money society
In the pre-money world, there was no reciprocity. If a shoemaker needed bread, he would
just get a bread instantly (without direct trade).
People keep a sense of debt in their mind, which was already present in pre-money societies.
Gedownload door: ikarumba316 | € 912 per jaar
Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. extra verdienen?
, Social exchange
Three types of exchange:
Communal This is what communism is about: the stronger the shoulders, the more weight
needs to be carried. For example parents and their children: the parents won’t expect
anything back.
Reciprocal I give something, but hope something will be given in return.
o The stronger the relationship, the less likely you are to have a strict sense of
reciprocity. It does not have to be in the immediate future.
Negotiated Everyone agrees on the exchange, no relationship is necessary. Tit-for-tat.
So… reciprocity
To give back what another has given you
Evolutionary principle Reciprocity in evolutionary biology refers to mechanisms whereby
the evolution of cooperative or altruistic behaviour may be favoured by the probability of
future mutual interactions.
Strong societal norm to reciprocity Worldwide.
Comparison of strategies to improve organ donation
Reciprocity (including sweets by the letter) leads to more compliance to the request.
Reciprocity as a tactic
Experiment 1: Falk, 2007
Donation to a charitable organization
10.000 letters were sent out, included were either:
o Nothing
o One postcard drawn by a child
o Four postcards drawn by a child
The donations were highest in the large gift condition, followed by the small gift condition.
More people donated, and they donated more money (almost twice as much).
Experiment 2
Percentage of investment bankers who donate a day’s salary to charity.
They donated more when including sweets and a personal email (=reciprocity).
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Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. extra verdienen?
