Reciprocity, behavior change and lemonade.

July 14, 2009

Changing consumer behavior requires a plan that pierces through consumer unconsciousness and paves the way for a new routine.  As I’ve stated in a previous post, new research has shown that 95% of consumer behavior is driven by the unconscious minds.  As marketers, our first job is to shake consumers into consciousness (unless, we are trying to perpetuate a current behavior.)  Getting consumers to make a conscious buying decision requires a disruption in the normal buying process.  One strategy that disrupts the buying process is reciprocity. 

The rule of reciprocity states – we should try to repay, in kind, what another person has provided to us. The rule of reciprocity came about mainly as a survival mechanism. Human beings had to rely on social exchange to build trust and a community — “You scratch my back and I’ll scratch yours. We’ll both look out for each other.”

Robert Cialdini identified reciprocity as one of the six weapons of influence in his book Influence: The Psychology of Persuasion.  However, reciprocity was beautifully illustrated recently by my nine and ten year old sons. During our neighborhood garage sale, my boys set up a lemonade stand.  After days of preparation they were ready with fresh lemonade, homemade cookies and bottled water.  After two hours and many shoppers refusing to make eye contact, they had made a total of fifty cents. Discouraged, they offered a shopper a free cookie and lemonade. Much to their surprise she gave them a dollar! By the time they gave away all their “free” lemonade and cookies, they made twelve bucks! 

Reciprocity is a powerful strategy to get consumers to change a behavior. A free offer, one that has a high perceived value, can breakthrough consumer unconsciousness and lead to the first step in changing a behavior. 

posted by brian newberry July 14, 2009 in rehavior

comments

Scott Karambis says: July 15, 2009 at 9:28 am Agree that persuasion is unconscious or at least not “rational.” (It can also be social/cultural which is a kind of semi-consciousness) And agree that “reciprocity” can be a powerful tool. But needs to be used with care or at least balanced with other equally powerful principles of psychology. Such as, when consumers get something for nothing, they tend to value it less. It’s why company’s that do pro bono work often charge some nominal amount for a service, to make the recipients take it seriously. And more dramatically: many colleges have seen their applications when they raised tuition. sk Reply