PSY220H1 Lecture 4: Norms and Persuasion
Document Summary
Norm of social reciprocity: the shared view that people are obligated to return to others the goods, services, and concessions they offer us. Group benefits: strengthens bonds, builds trust and commitment. Norm can be activated even by unsolicited favors by people we don"t like. Regan (1971) study: confederate is either pleasant or unpleasant, then gives a favor or not (give bottle of coca cola or not). Even when the person was unpleasant, if they did an unsolicited favor (giving a bottle of coca-cola to the participant), the participant would be more likely to buy raffle tickets from them. People will reciprocate even when the other person will never know whether we did or not. Burger et al. (2009): when given a bottle of water, the participant was compelled to complete the survey and return it even though the researcher wouldn"t know if they did or not.
