"ogist" - 1 õppematerjal

Cialdini raamat

such a relationship without the fear of loss. If the rule is to serve that purpose, then an uninvited first favor must have the ability to create an obligation. Recall, also, that reciprocal relationships confer an extraordinary advantage upon cultures that foster them and that, consequently, there will be strong pressures to ensure that the rule does serve its purpose. Little wonder, then, that influential French anthropol- ogist 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. Although an obligation to repay constitutes the essence of the reciprocity rule, it is the obligation to receive that makes the rule so easy to exploit. 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