[In the gift-giving process in human culture…] “There is an obligation to give, an obligation to receive, and an obligation to repay.
~ Marcel Mauss
Reciprocation: Used by Sociopaths and Other Persuasive People
Hopefully, you’re one of those ‘Others’ whose intent in applying the power of reciprocity is intended for good, but it’s important to understand the power behind this principle.
In Cialdini’s classic book, Influence, he talks about the power of reciprocation to change behaviour and points out how this notion is used by politicians, cult leaders, and not-for-profits of all kinds (as well as many other sectors) to manipulate people and achieve their pre-determined targets (for good or ill!).
These three sectors have some important commonalities which businesses and marketers need to pay attention to, including the…
- Conviction (real or apparent) that they uphold the Truth and the Way.
- Determination to recruit others by hook or by crook because they know best and it’s important to have committed followers.
- Recognition that a small gift opens the way for a large return favour because of the way people are wired, and the way cultures work.
Cialdini tells the story of a group of Hare Krishna in California who were handing out candy canes at Christmas at a shopping mall, then asking for donations. Because of the power of reciprocity and our humanly biased response, they elicited a substantial number of donations, far more than they would have received without the preceding gift. So dangerous was this considered, that they were arrested as a result.
Politicians Do This All the Time
As I write this, the Premier of Victoria (Australia) has just announced an extension of our 6-week lockdown. He is running a masterful campaign of manipulation using (among other rhetorical techniques) the power of reciprocation.
I have my own opinions on this policy, but my point here is to look at how he elicited substantial (one poll put it at 79% support) buy-in for this policy despite it’s impact on the business community and life in general.
N.B. My intent here is simply to analyse how he used this principle of reciprocity and other techniques to manipulate response.
- Conviction: he proposed that there was only ONE possible way forward out of the current mess and that that way was his own. To reinforce this position and pave the way for strategy #2, he called on and quoted health experts with convincing titles who supported this strategy.
- Determined Recruiting: he did everything in his power (the aforementioned experts included) to mount an unassailable case for his chosen way forward so that hearers would be emotionally and logically convinced of the necessity of his action. Despite outlining the cost of his course of action, he focused on the far greater cost of alternative courses of action (death of the vulnerable).
- A Gift: the acknowledgement (almost) that his government ‘may’ have made a disastrous mistake with the hotel quarantine program which they are now trying to atone for, and the confession that he hasn’t seen his own mother since Christmas.
That last point is critical… That gift, along with his evident weariness and the fact that he has appeared in person at daily news briefings, opens the door for acceptance of the cost we are all paying. Cursory scrutiny reveals some defects in the ‘gift’, but it’s impact is just as powerful.
This Is Powerful Manipulative Material if Used (Wisely)
The Principle of Reciprocity is expressly formulated to ensure that people feel a sense of obligation which clouds their decision making and creates a favourable bias towards you. It works whether your intentions are good or not.
Therefore, as a business owner and person of integrity, it is your responsibility to ask, “Am I manipulating prospects into a decision that is potentially harmful, or am offering something that willbring value to the right person?”
The truth is that some products and services are not ‘fit for purpose’ at any price. If that’s what you’re offering then you need to take a good look in the mirror and clean up your act!
Others are definitely useful to the right customer. As a seller, ideally you have some system for identifying qualified buyers (because that’s good for your reputation). A needy business will take whoever they can get as a client or customer, an ethical business will have genuine standards for qualification and be ready to say, “No, we’re not a good fit.”
Understanding that your ‘gift’ will open the door, helps you think more carefully about who you are targeting.
Disarming Buyers With ‘Take-Away’ Offers
I know you’re not being destructively manipulative in your marketing pitch, but are you clearly acknowledging that your offer is not for everyone and telling people who won’t benefit?
This is a powerful tool for convincing qualified buyers that your offer is genuine. It also appeals to another basic human instinct: the desire to have what they cannot get!
Are You Chasing People Away… or Enticing Them to Come Closer? (Part 7 of “7 Reasons Why Marketing Fails”)
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