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Theories of Persuasion Week 5

by: Cimmi Alvarez

Theories of Persuasion Week 5 CMS 332K

Cimmi Alvarez
GPA 3.8

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About this Document

Reciprocity and how to combat it. TA lecture.
Theories of Persuasion
Matthew McGlone
Class Notes
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This 5 page Class Notes was uploaded by Cimmi Alvarez on Tuesday September 20, 2016. The Class Notes belongs to CMS 332K at University of Texas at Austin taught by Matthew McGlone in Fall 2016. Since its upload, it has received 4 views. For similar materials see Theories of Persuasion in Communication Studies at University of Texas at Austin.

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Date Created: 09/20/16
Week 5 Applications of Reciprocity Types Direct Indirect Reciprocal Techniques Door in the face That’s not all Fundamentals of Reciprocity The Importance of Valuing You can’t get something for nothing “Free” denotes a $0 Value Place a value on advice, time, etc. Free lunch- end up spending more because they buy a drink get a “free” lunch that is salty and causes you to buy more drinks Put a value on something if you want to see reciprocity Transcends Likeability You don’t have to be liked- you just have to be generous Goldstein- chess player Builds trust Coca-Cola Study (Regan, 1971) Not all Reciprocity is Positive Can be an excuse for bad behavior Eye for an eye philosophy Seen a lot in politics and war Cold war Negative campaigning In Practice Not apologizing until someone else does Revenge in general Reciprocity in Everyday Life Free food Bread affect Can I buy you a drink? Free samples Social Media- #TeamFollowBack You like something, they like something of yours back, You retweet them, they retweet you back Feeling obligated to comment because they commented Gifts and Reciprocity- Do they work? Spending People who received a gift spent more Performance People who did not receive a gift rated the performance of the store lower Recommendation People who did not receive a gift were much less likely to recommend the store The gift increased how much the person spent Tips for Using Reciprocity 2 The first person to give a concession first has all of the control In Practice Be the first to apologize after an argument Offer to help a boss Buy coffee for a friend Add a personal touch “An ounce of personalized effort is worth a pound of persuasion” Post-it not study Sticky note with hand written message Handwritten messages on cover letter Only cover letter and survey Sticky note Sticky notes increased responses In practice Add a note to gifts Write thank you cards Time Matters As time passes The value of favor decreases for the recipient of the favor The value for the favor increases for the favor doer In practice “If the situation were reversed, I know you’d do the same for me” Remind someone of a favor you’ve done before making a request Time Really Matters 3 Recipients of gifts and favors become less greateful over time The repeted receipt of a gift leads individuals to see them as a right instead of a gesture of generosity San Antonio Rampage Focus group 1: infuriated that giveaways were being phased out Told they were phasing out the giveaways Focus Group 2: Came together to increase ticket sales remarking “It’s the least we can do after all of the great things you have done for us. Reminded them of all the things that they have done then told them about financial problems and asked ideas of how to fix it Rationality and Logic are Key Reciprocity rule says that favors are to be met with favors; it does not require that tricks be met with favors In practice stop and ask Is the free gift influencing my decision to purchase this item or donate to this cause? Did I plan to purchase or donate before hearing of the gift? Is this free sample or gift just a sales device What would I normally pay for this gift by itself? Reassess and Release Accept offers in good faith but Be prepared to re-assess the situation and Release yourself from feelings of obligation Build a reputation as a giver The more you give, the more you get Your generosity could influence or encourage others to give 4 Give to the world the best you have, and the best will come back to you. - Madeline Bridges 5


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