Human Manipulation - Cialdini Principle #1: Reciprocation

As a graduate student pursuing a second Master's in a unique field of the Humanities related to intelligence and national security, I took a course in modern Information Operations. The course was taught by a PhD retired Air Force as a colonel who was also the Director of Research and Publication at the Air Force's Air Command and Staff College with an appointment as a professor of national and international security. We covered some very interesting and subversive historical topics related to PSYOPS (Psychological Operations) and it's application in current warfare as well as the domestic concerns.

One of the most profound texts in our readings was in relation to understanding human behavior, so as to better craft programs related campaign objectives in relation to psychological warfare. Cialdini's iconic book was key in terms of understand these universal principles of why humans behave in certain respects in relation to triggers based on verbal and physical input.

This article will cover the Principle of Reciprocity.

The rule states that we should try to repay, in kind, what another person has provided us. As Cialdini (2009) stated:

If a woman does us a favor, we should do her one in return; if a man sends us a birthday present, we should remember his birthday with a gift of our own; if a couple invites us to a party, we should be sure to invite them to one of ours. By virtue of the reciprocity rule, then, we are obligated to the future repayment of favors, gifts, invitations, and the like.

The impressive aspect of reciprocation with its accompanying sense of obligation is its pervasiveness in human culture. In fact, numerous sociologists, report that all human societies subscribe to the rule. As such, human societies derive a truly significant competitive advantage from the reciprocity rule and, consequently, they make sure their members are trained to comply with and believe in it. Each of us has been taught to live up to the rule, and each of us knows the social sanctions and derision applied to anyone who violates it. Because there is a general distaste for those who take and make no effort to give in return, we will often go to great lengths to avoid being considered a moocher, ingrate, or freeloader.

It is important to note that one of the reasons reciprocation can be used so effectively as a device for gaining another's compliance is its power. Indeed, French anthropologist Marcel Mauss (1954), in describing the social pressures surrounding the gift giving process in human culture, says that there is an obligation to give, an obligation to receive, and an obligation to repay. In fact, an obligation to receive reduces our ability to choose those to whom we wish to be indebted and puts the power in the hands of others. Cialdini notes from his research that there is a strong cultural pressure to reciprocate a gift, even an unwanted one.



The power of the reciprocity rule is such that, by first doing us a favor, strange, disliked, or unwelcome others can enhance the chance that we will comply with one of their requests. This has profound implications for collective society on numerous levels from commercial to information operations.

The rule demands that one sort of action be reciprocated with a similar sort of action. One significant aspect of the rule concerns the clearly unpleasant character of the feeling of indebtedness. Most of us find it highly disagreeable to be in a state of obligation. Because reciprocal arrangements are so vital in human social systems, we have been conditioned to feel uncomfortable when beholden. A person who violates the reciprocity rule by accepting without attempting to return the good acts of others is disliked by the social group.

As Cialdini (2009) expressed, The reality of internal discomfort and the possibility of external shame can produce a heavy psychological cost. When seen in the light of this cost, it is not so puzzling that, in the name of reciprocity, we will often give back more than we have received. This would also entail, making a concession to someone who has made a concession to us.

In the end, the principle of reciprocity is one powerful and exploitative method of manipulating individuals into accomplishing a hidden agenda or goal. In the war of ideas or battle for hearts and minds, reciprocity as a principle is extremely useful.

Consider what Paul (2008) stated, Victories in the war of ideas come when you persuade others that your policies are not a threat to them, and that their antagonistic behaviors will not get them what they want, or that spending or risking their lives is not the best way to pursue their goals. The principle of reciprocity when used effectively can provide an avenue towards achieving this kind of passive complicity in an adversary target.

Reference:

Cialdini, R. 2009. Influence: Science and Practice. Boston: Pearson.

Paul, C. 2008. Information Operations: Doctrine and Practice. Westport, CT: Praeger.