Social Engineering - Christopher Hadnagy [105]
Politicians are influenced in much the same way. It is no secret that many times politicians or lobbyists are more favorable to people who helped their political campaign than those who did not.
Reciprocity is often used in business, especially when it comes to matters of contracts. Maybe the sales guy will pay for a meal, then later on ask for a concession in the contract. The client is compelled to give this concession.
A fellow employee filled in for you one week when you needed a day off. Now she asks you to return the favor, but you have plans. In this situation, people will reschedule and honor the request.
All of these are examples of reciprocity. Sociologist Alvin Gouldner wrote a paper called, “The Norm of Reciprocity” (http://media.pfeiffer.edu/lridener/courses/normrecp.html) in which he states:
Specifically, I suggest that a norm of reciprocity, in its universal form, makes two interrelated, minimal demands: (1) people should help those who have helped them, and (2) people should not injure those who have helped them. Generically, the norm of reciprocity may be conceived of as a dimension to be found in all value systems and, in particular as one among a number of “Principal Components” universally present in moral codes.
Basically, his research led him to see that reciprocity works despite cultural backgrounds. Reciprocity, used under the right circumstances, is all but impossible to resist.
Think of reciprocity as the process shown in Figure 6-1.
Figure 6-1: The cycle of reciprocity.
The following sections expand on some key points of the preceding idea.
Give Something Away
The thing you give away can’t be some simple piece of junk. The thing given must have value—to the recipient. Giving away a beautiful hardcover novel written in a language the recipient does not read or collect is useless.
The item can be a service, a physical item, some valuable information, assistance, or anything else that the receiver will deem as a value (even something as simple as holding the door or picking up something dropped). Some sales organizations promote this method but then fall short by offering something that has no value. Imagine you are at a trade show and at each table is a giveaway. If you walk up to a table and notice a pile of cheap-looking pens you might just walk by. The next table has an interesting puzzle-like game. You are intrigued so you pick it up; after you spend a few minutes playing with it a salesperson approaches and says, “You want a hint?” After showing you a small hint he asks whether you have a minute so he can show you a service you might really love.
How can you say no? You get an intriguing game and a free hint, and now all he wants is a minute of your time? It’s a perfect setup.
Create Indebted Feelings
The more value the gift has to the recipient and the more unexpected it is, the greater the sense of indebtedness.
Not allowing the gift to be used in an obvious manipulation tactic is important. Don’t say or act like, “I gave you this great gift now you owe me.” Even thinking it can take away any feelings of indebtedness. The “gift” should be totally free and of great value to the recipient.
The Humane Society of the United States, for instance, gives away personalized mailing labels as a free gift. No strings are attached and many people use them for holiday cards or personal letters. They are attractive and good quality. You sign up for them, and many months later you will get a call asking for a donation to support your local Humane Society. The recipient’s sense of obligation is usually too great to not contribute even a little.
By way of another example, Fortune Magazine offers college professors free issues of its magazine to try out in their classes with no strings attached at all.
Many examples of reciprocity like these exist. On the flip side, many companies fail at reciprocity by thinking things like the following are good gifts:
Sharp-looking and colorful corporate brochures
Useless and junky