PSY 240 Lecture Notes - Lecture 23: Tunxis Community College, Consumer Organization, The Technique
23 Nov 2020
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Document Summary
A simple, unstated, but powerful rule of social behaviour known as the norm of reciprocity dictates that we treat others as they have treated us. On the negative side, this norm can be used to sanction retaliation against those who cause us harm. On the positive side, it leads us to feel obligated to repay others for acts of kindness. The norm of reciprocity contributes to the predictability and fairness of social interaction. However, it can also be used to exploit us. Dennis regan examined this possibility: individuals were brought together with a confederate who was trained to act in a likeable or unlikeable manner. On average, participants bought more raffle tickets when the confederate had earlier brought them a soft drink than when he had not. The norm of reciprocity was so strong that they returned the favour even when the confederate was not otherwise a likeable character.
