James' World 2

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In his book, Influence: The Psychology of Persuasion, Robert Cialdini makes reference to what he considers to be one of the most important yet often unrecognized factors inherent in the art and practice of influence and persuasion, two highly significant aspects of effective communications. Whether we are involved in personal relations, business transactions, politics, sales, education, or any other domain that deals with just about any type of interpersonal transaction, our ability to influence the perspective of others is critical to the fulfillment of our goals and intentions.

Lest we forget, there is a profound difference between “control,” which has to do with having domination or authority over another, and “influence” which has to do with the power to sway or affect change in another’s perspective or behavior. Efforts to control frequently result in outcomes that differ from or may even be the opposite of our intended desires, since most of us have a natural tendency to resist overt efforts from others to control our behavior or beliefs.

Exploring the rule of reciprocation

In his book, Cialdini makes reference to what he refers to as the “rule of reciprocation” which has to do with the universal tendency in human beings to feel compelled to repay or reciprocate when given a gift whether it has come in the form of a material object, a kind deed, or an act of generosity. There is a strong impulse in people from all cultures to repay gifts or favors with a gift of our own to them. This impulse expresses itself in reciprocation to invitations to parties, Christmas cards, birthday presents, or acts of kindness.

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Rule of Reciprocation

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