The issue: In Robert B. Cialdini’s book, Influence, he talks about the theory of Reciprocity and the many different aspects that make up the theory.
Major strength: Cialdini’s example about Joe Regan is his major strength in this section. This example is used multiple times throughout the chapter. He is able to connect it to many different aspects of this theory, which shows it is a true example of the theory in use. Regan was able to use reciprocity to gain money from others by offering them a coke before asking them to buy raffle tickets. Since so many people bought the raffle tickets after accepting the coke it shows that even though the exchange was uneven, people are more willing to give more after receiving a gift. It also shows that humans experience reciprocity when they are given a gift and feel the need to give something in return. Finally, this example dates back to 1960’s so it shows that reciprocity has been amongst us for many years and people have been finding ways to use it to gain more in return.
Major weakness: The weakness of his theory is the idea of reciprocation in politics. I believe that there is a lot of gift giving and favors given in politics, but I do not believe they are using the ideas of reciprocation when they give gifts. I believe that one could get crazy with this theory and find reciprocation in any example throughout a person’s life. Sometimes we give gifts and exchange favors but it is not because we know they will give us a gift back, but just because we want to. I believe that politicians exchange favors so that people will vote for one another and they have for many years but they are not acting on the theory of reciprocation.
Underlying assumption: The reciprocation theory shows us that humans will feel reciprocity when someone gives them a gift and feel the need to return the favor. Even if the person that gives us the gift is a complete stranger we will still send a gift in return. Cialdini shows us that people use this feeling against us when trying to get us to buy or do something. If someone offers us a gift we will give one back. Also, if someone offers us a gift that is outrageous and we turn them down we will accept their second offer because we feel bad for rejecting the first offer.
Provocative questions: Why does the theory of reciprocation work on human beings? Why is it then when we are given a gift we feel obligated to give it back? Why can’t we just accept the gift and move on? Why do we get that feeling of guilt when we experience this?
When is reciprocation learned? Do we learn it from our parents always telling us to be nice to others and thank people for gifts because they wont give them again? Or is this feeling learned as we grow up in society.