ReciprocityOpen Access

Reciprocity

We’re hardwired to return kindness received

Considered the most powerful global social rule, our initial actions can be highly persuasive in affecting others’ judgements and decisions thereafter.

Jacob, C., Guéguen, N., & Boulbry, G. (2015). Effect of an unexpected small favor on compliance with a survey request. Journal of Business Research, 68, 56–59.

The study

Setup

Setup

407 pedestrians in Brittany, France were approached by a young woman and asked to complete a survey. Before the request, half were offered candy and the other half were not.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Results

Results

The results found that people - especially women - were far more likely to reciprocate and answer the survey after receiving a gift than when not.

Study graph
np_read_2490885_000000

Jacob, C., Guéguen, N., & Boulbry, G. (2015). Effect of an unexpected small favor on compliance with a survey request. Journal of Business Research, 68, 56–59.

Key Takeaways

1
1

Act first.

Find ways to initiate reciprocity with consumers.  Merely asking those satisfied to go tell their friends will work (Söderlund et al., 2015).

Takeaway image
2
2

Make it a ‘common habit’.

When we’re told that a behavior is a social norm shared by others, we’re more likely to reciprocate. Households in USA and India consume significantly less electricity when told that their neighbors are consuming less (Sudarshan, 2014). In the long-term, any consistent, successful behaviors will be adopted as the default for others.

Takeaway image
3
3

Do it in person.

Reciprocation appears to be more powerful when requests from strangers are made face to face rather than online. This is due to the persuasive impact of immediacy that physicality affords, the higher levels of digital suspicion and the sheer number of emails people receive (Meier, 2016).

Takeaway image
4
4
Takeaway image
Takeaway image
Coglode Live

Coglode Live

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Considered the most powerful global social rule, our initial actions can be highly persuasive in affecting others’ judgements and decisions thereafter.

The study

Setup

407 pedestrians in Brittany, France were approached by a young woman and asked to complete a survey. Before the request, half were offered candy and the other half were not.

Results

The results found that people - especially women - were far more likely to reciprocate and answer the survey after receiving a gift than when not.

study graph
np_read_2490885_000000

In detail

Hungry for more?

Savour the full features of Coglode Cookbook

Upgrade

All Nuggets

Academic data

Key takeaways

Pairings

Cheat Sheets

Collect Nuggets

Nuggets In The Wild

Coglode Live monthly

Nuggets

Snack on these...

Open access, foundational Nuggets

Scarcity

Scarcity

We value things more when they’re in limited supply

Social Proof

Social Proof

We copy the behaviors of others, especially in unfamiliar situations

Prospect Theory

Prospect Theory

A loss hurts more than an equal gain feels good

Reciprocity

Reciprocity

We’re hardwired to return kindness received

Framing

Framing

We make very different decisions based on how a fact is presented

Loss Aversion

Loss Aversion

We feel more negative when losing something than positive when we gain it

Default Effect

Default Effect

We tend to accept the option pre-chosen for us

Anchoring

Anchoring

What we see first affects our judgement of everything thereafter

Fast & Slow Thinking

Fast & Slow Thinking

We make knee-jerk spontaneous decisions that can cause regretful damage

Dynamic Norms

Dynamic Norms

We’re more likely to change if we can see a new behavior developing

Salience

Salience

Our choices are determined by the information we're shown

Connected to

Hungry for more?

Savour the full features of Coglode Cookbook

All Nuggets, data & takeaways

Academic data

Key takeaways

Pairings

Cheat Sheets

Collect Nuggets

Nuggets In The Wild

Monthly Coglode Live calls

Upgrade

Join Coglode Live!

March 29, 2023 16:00

GMT

Prospect Theory
A loss hurts more than an equal gain feels good

Prospect Theory's considered one of the most important (and confusing) concepts in Behavioural Science. We'll explore:

• The various mechanics of how it works

• Examples from the wild that use it well

• How you can use Prospect Theory in your work to improve experiences!

So join us. Tversky and Kahneman will be proud of you.

Show more
Prospect Theory
A loss hurts more than an equal gain feels good
Sign up to attend
© 2013-23 Coglode

Running workshops?

Reciprocity

is included in Box One of our physical workshop tool.
is included in Box Two of our physical workshop tool.
Nuggets Boxes