The Principle of Influence, Reciprocity

Robert Cialdini went out to apply for as well as train at different firms to learn real-life scenarios of persuasion. Following his three yearlong undercover research at fund-raising organizations and car dealerships, Cialdini sums up influence to be based on six core principles. They include reciprocity, scarcity, social proof, commitment, liking, and consistency. Cialdini undertook research on social behaviors to understand how customers arrive at their decision when making purchases. By analyzing people in “influence positions,” including marketing and sales, Cialdini was able to discover exactly how these individuals are able to convince others and agree to buy their product. The following reading analyzes Cialdini’s first principle of persuasion, reciprocity. The analysis includes a description of the principle reciprocity, including how it works and the reason it works. Also, the essay evaluates Cialdini’s argument on reciprocity to show the strength of the principle at work. By looking at the current consumer settings, the paper shows if the power and veracity of reciprocity are substantially operational. The paper also includes an implementation of reciprocity in a real setting. Looking at the principle in practice shows how successful reciprocity is in influencing customers.

Cialdini describes reciprocity as the feeling that drives one to return a favor to someone who has done a good deed to them. Often, one is inclined to do something nice to someone who compliments them. Reciprocity touches on almost all areas of social interactions in our day to day lives but is a great universal tool in scenarios where one requires a unique outcome like the buying process. Reciprocity is an easy convincing principle where simply one gives what they expect to receive as a way to influence others. By doing others’ right, they get to do the same for you (Juma, 2015). The powerful reciprocity concept can be applied in various ways and strategies, including; offering gifts, treating people with more respect as well as offering aid to the needy.   Kindness and assisting the public is a key approach for the reciprocity approach as they assist in building one’s reputation, which can be profitable to the business later on.

People are inclined to return favors, and that is why most marketing strategies offer plenty of free samples. Reciprocity indicates that one of the best strategies to grow a business’s customer base and the network is by meeting people and helping them (Conceptually.Org, 2019). The individuals who have been assisted are more inclined to return the favor. In most cases, people are indebted to return the favor as a gift, behavior, or service that they initially received. To remain sincere, companies extend help and generosity to their customers and the public in general without expecting any favors in return.  Hence, the key to applying the reciprocity principle is by being the first to give as well as making customized favors, samples, or gifts that are random.

One of the examples that Cialdini mentions regarding the reciprocity principle is the free samples of cheese or meat given at the supermarket by saleswomen. The samples are offered as efforts to persuade people to purchase meat or cheese (AADPA, 2013). Cialdini asserts that these samples might not necessarily prompt people to purchase the product at that moment. However, they at least incline one to listen to the saleswomen pitch the product. The free samples are a good deed towards the customers who are left obligated to return the favor. As consumers are becoming more aware of the impacts of producing products and services to the environment as well as the effects of using them to their health and environment in general, companies are forced to search for improved strategies in persuading them their products and operations are safe, healthy and environmentally friendly.  Reciprocity is one of the key principles companies can use to influence the public.

Today, consumer settings are becoming more dynamic as companies aim to reach out to the global consumers’ through technological innovation. This tech-savvy modern era is controlled by numbers and data, forcing retailers to incorporate effective technologies and tactics in influencing consumers and finding out what they really desire from purchasing products and services (Panthak, 2019). Consumers’ experience has gone through changes over time with the introduction of different retail channels, which have altered their purchasing habits in terms of searching, buying, and consuming as well as after-sales behavior. Reciprocity as an influencing tool is being applied in this tech-savvy era by allowing customers to access coupons and discounts through mobile technologies.

Retailers are offering unique discounts and coupons to specific customers who like their products and have included them in their wish list. These coupons and discounts drive the buyer to follow through with the purchase as well as motivate the buyers’ to spread the word to their friends and families on the retailer’s offers. The needs of the customer can now be forecast with regard to their browsing pattern history and the previous e-commerce sites and categories they have visited. This gives retailers round the clock power to influence its customers through reciprocity by offering web-based discounts and coupons that are customized to their browsing history. Innovative retailers are taking it a step further by incorporating personalized discounts, coupons, and samples into their physical stores with regard to insights of customer information collected from online data.

Marketing campaigns vary between minor businesses and big organizations. However, the reciprocity principle remains similar across companies using the psychological concept behind their marketing strategy. Cialdini offers an example of the principle in practice after conducting studies in restaurants. In his study, he realized that waiters and waitresses handed out mint as a gift to customers after they have finished their meal or right before handing them the bill, which increased the tips they received (AADPA, 2013). Notably, doubling the gift by giving two mints led to the tips going up by more than four times. Ciadini’s research is a valid illustration of the principle of reciprocity at work, which shows the key to implementing the strategy is through being the first to give something that is customized. The principle is being applied by a wide range of businesses in various capacities and different approaches.

Content marketing is among the fields that have encapsulated the principle of reciprocity in influencing consumers to subscribe to a creator’s content. Bloggers give away value at no charges through blog posts. One such blog is Sparring Mind by Gregory Ciotti. Ciotti posts insightful articles regarding workplace psychology (Hum, 2019). These articles, which readers access at no charges, boost their performance and productivity at their workplaces, and they, in turn, show gratitude to Ciotti by offering their email addresses to receive future posts from the blog, Sparring Mind.

Spotify, a music streaming platform, is also a content marketing avenue using the principle of reciprocity to win consumers. To increase subscribers to its premium services, which are ad-free as well as provide offline accessibility to music, Spotify offers a month-long free trial for their premium membership (Hum, 2019). Enjoying the Spotify services at no cost for 30 days prompts users to make the payment once the free trial period runs out.

Red Bull, in partnership with Cargo, also struck a deal that would see Cargo clients receive free Red Bull energy drinks. The free energy drinks were handed out as an attempt to boost the client experience while riding with the taxi service provider, Cargo. After identifying Red bull as a product and brand that resonates with its passengers, Cargo saw an increase in the number of rides ordered and taken by clients after offering the energy drink for free in its taxis. Also, the taxi services company recorded better reviews and ratings from passengers (Smiley, 2018). Red Bull also saw an increase in its sales, especially during the Crashed Ice event held in Minneapolis in early 2018 when Cargo was launching its taxi services in the city. The complimentary free red bull energy drinks given to Cargo passengers headed to the event enhanced their decision to buy the drinks at the event.

Indeed, the reciprocity principle provides a wide range of benefits that companies can take advantage of.  Businesses ought to identify the best ways to leverage these opportunities to grow their influence and general bottom-line.

References

AADPA. (2013, June 18). Robert Ciadini-The 6 Principles of Influence. Retrieved from Youtube: https://www.youtube.com/watch?v=HOypv1AqYu0

Conceptually.Org. (2019). Cialdini’s 6 Principles of Influence – Explanation and examples. Retrieved from Conceptually: https://conceptually.org/concepts/6-principles-of-influence

Hum, S. (2019). How To Use Reciprocity In Marketing (+ 10 Killer Examples). Retrieved from ReferralCandy Blog: https://www.referralcandy.com/blog/reciprocity-marketing-examples/

Juma, A. (2015, December 08). The 6 Principles of Influence: How To Master Persuasion. Retrieved from Medium: https://medium.com/@alyjuma/the-6-principles-of-influence-how-to-master-persuasion-2f8c581da38b

Panthak, P. (2019, November). UNDERSTANDING CONSUMERS’ BEHAVIOUR WITHIN THE NEW RETAIL SETTINGS ENRICHEDWITH SMART TECHNOLOGIES. Retrieved from Researchgate: https://www.researchgate.net/publication/337196773_UNDERSTANDING_CONSUMERS’_BEHAVIOUR_WITHIN_THE_NEW_RETAIL_SETTINGS_ENRICHEDWITH_SMART_TECHNOLOGIES

Smiley, M. (2018, January 19). Red Bull teams up with Cargo to hand out free drinks to rideshare passengers during Super Bowl. Retrieved from The Drum: https://www.thedrum.com/news/2018/01/19/red-bull-teams-up-with-cargo-hand-out-free-drinks-rideshare-passengers-during-super