MKT 400 Lecture : Psychology of persuasion - Chapter 2

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Each of us has been taught to live up to the rule, and each of us knows about the social sanctions and derision applied to anyone who violates it. We often go to great lengths to avoid being considered one of their number. People are more willing to a favor for someone they like. From the example in the book for those who owed him a favor, it made no difference whether they likes him or not; they felt a sense of obligation to repay him, and they did. Examples of reciprocation rule: hare krishna society, politics, merchandising. Free samples tactic used by amway corporation. Equally compelling point about power of reciprocity: an account of a woman who saved her life not by giving a gift, but by refusing a gift and the powerful obligation that went with it. Another person can trigger a feeling of indebtedness by doing us an uninvited favor.

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