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Psychology of persuasion - Chapter 2

2 Pages

Course Code
MKT 400
Marla Spergel

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Psychology of Persuasion Chapter 2Reciprocation The rule of reciprocationsays that we should try to repay in kind what another person has provided us o We are obligated to the future repayment of favors gifts invitations and the like o ExampleEthiopian Red Cross decided to send money to help the victims of the earthquake in Mexico CityEach 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 itWe often go to great lengths to avoid being considered one of their numberPeople are more willing to a favor for someone they likeFrom the example in the bookfor 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 didExamples of reciprocation rule o Hare Krishna society o Politics o MerchandisingFree samplestactic used by Amway CorporationEqually compelling point about power of reciprocity o 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 itAnother person can trigger a feeling of indebtedness by doing us an uninvited favorThis is not to say that we mig
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