33:620:302 : Week 8 Notes .docx

• School: Rutgers University
• Department: Management
• Course: 33:620:302
• Professor: Arvind Sharma

Document Summary

Reciprocity: as humans, we generally aim to return favors, pay back debts, and treat others as they treat us. According to the idea of reciprocity, this can lead us to feel obliged to offer concessions or discounts to others if they have offered them to us. This is because we"re uncomfortable with feeling indebted to them: for example, if a colleague helps you when you"re busy with a project, you might feel obliged to support her ideas for improving team processes. You might decide to buy more from a supplier if they have offered you an aggressive discount. Or, you might give money to a charity fundraiser who has given you a flower in the street. Commitment (and consistency: cialdini says that we have a deep desire to be consistent. That"s why commercials often use moms, not celebrities, to advertise household products. Liking: cialdini says that we"re more likely to be influenced by people we like.