CMNS 1115 Lecture : Reciprocation.docx
Document Summary
Humans have a natural tendency to give back and pay our debts, and extinguish the obligation to give back because we feel bad. Reciprocal concessions powerful because not the value of the gift that you were given, but because you have received something. The feeling that you owe back is so overwhelming that people are willingly to over pay. You don"t want to look like the person that doesn"t give back. If you want to persuade people, put them into your debt. People will feel obligation to you because they are in your debt. Internal pressure to bring self image into line with action. External pressure to adjust self image to what other believe. People feel that once they made a commitment they have to follow through. They want people to think that they"re reliable, responsible, etc. basically to look good. People feel the overpowering need to be consistent.
