一罐可樂,換來更多彩券｜互惠原理【說服潛規則 EP2】

1971年,康乃爾大學的一個實驗裡,同伴遞給陌生人一罐可樂,收到的人後來買了更多彩券。心理學家用一個又一個真實的實驗,看一份小小的人情,什麼時候最有力量。 這一集用8個研究,從寄給陌生人的聖誕卡、9,846封募款信裡的明信片,到一個星期後就消失的可樂人情,看互惠怎麼運作、什麼時候變弱,甚至有時送禮反而適得其反。 【章節】 0:00 本集導覽 1:08 第一個實驗:一罐可樂換來彩券 7:16 第二個實驗:好感和人情的關係 14:54 第三個實驗:寄給陌生人的聖誕卡 18:54 第四個實驗:問卷裡的小禮物 23:47 第五個實驗:募款信裡的明信片 32:23 第六個實驗:店門口的免費小禮 37:06 第七個實驗:先被拒絕再被答應 44:37 第八個實驗:一個星期之後 52:39 八個實驗回顧 【資料來源】 ・Gouldner, A. W. (1960). The norm of reciprocity: A preliminary statement. American Sociological Review, 25(2), 161–178. ・Regan, D. T. (1971). Effects of a favor and liking on compliance. Journal of Experimental Social Psychology, 7(6), 627–639. ・Whatley, M. A., Webster, J. M., Smith, R. H., & Rhodes, A. (1999). The effect of a favor on public and private compliance: How internalized is the norm of reciprocity? Basic and Applied Social Psychology, 21(3), 251–259. ・Alpizar, F., Carlsson, F., & Johansson-Stenman, O. (2008). Anonymity, reciprocity, and conformity: Evidence from voluntary contributions to a national park in Costa Rica. Journal of Public Economics, 92(5–6), 1047–1060. ・Clark, M. S., & Mills, J. (1979). Interpersonal attraction in exchange and communal relationships. Journal of Personality and Social Psychology, 37(1), 12–24. ・Kunz, P. R., & Woolcott, M. (1976). Season's greetings: From my status to yours. Social Science Research, 5(3), 269–278. ・Kanaan, R. A. A., Wessely, S. C., & Armstrong, D. (2010). Differential effects of pre and post-payment on neurologists' response rates to a postal survey. BMC Neurology, 10, 100. ・Edwards, P., Roberts, I., Clarke, M., DiGuiseppi, C., Pratap, S., Wentz, R., & Kwan, I. (2002). Increasing response rates to postal questionnaires: Systematic review. BMJ, 324(7347), 1183. ・Berry, S. H., & Kanouse, D. E. (1987). Physician response to a mailed survey: An experiment in timing of payment. Public Opinion Quarterly, 51(1), 102–114. ・Falk, A. (2007). Gift exchange in the field. Econometrica, 75(5), 1501–1511. ・Newman, G. E., & Shen, Y. J. (2012). The counterintuitive effects of thank-you gifts on charitable giving. Journal of Economic Psychology, 33(5), 973–983. ・Eckel, C. C., Herberich, D. H., & Meer, J. (2016). It's not the thought that counts: A field experiment on gift exchange and giving at a public university (NBER Working Paper No. 22867). ・Fombelle, P. W., et al. The effects of unconditional gifts on customer-firm relationships. Journal of the Academy of Marketing Science. doi:10.1007/s11747-025-01129-x ・Lammers, H. B. (1991). The effect of free samples on immediate consumer purchase. Journal of Consumer Marketing, 8(2), 31–37. ・Gold, N., Cornel, P., Zhuo, S., Thornton, K., Riddle, R., & McPhedran, R. (2024). Exploring the impact of giving free food samples and loyalty cards on sustainable food choices: A stepped wedge trial in workplace food outlets. International Journal of Market Research, 66(5), 650–673. ・Shen, H., Wan, F., & Wyer, R. S., Jr. (2011). Cross-cultural differences in the refusal to accept a small gift: The differential influence of reciprocity norms on Asians and North Americans. Journal of Personality and Social Psychology, 100(2), 271–281. ・Cialdini, R. B., Vincent, J. E., Lewis, S. K., Catalan, J., Wheeler, D., & Darby, B. L. (1975). Reciprocal concessions procedure for inducing compliance: The door-in-the-face technique. Journal of Personality and Social Psychology, 31(2), 206–215. ・Genschow, O., Westfal, M., Crusius, J., et al. (2021). Does social psychology persist over half a century? A direct replication of Cialdini et al.'s (1975) classic door-in-the-face technique. Journal of Personality and Social Psychology, 120(2), e1–e7. ・Feeley, T. H., Anker, A. E., & Aloe, A. M. (2012). The door-in-the-face persuasive message strategy: A meta-analysis of the first 35 years. Communication Monographs, 79(3), 316–343. ・Burger, J. M., Horita, M., Kinoshita, L., Roberts, K., & Vera, C. (1997). Effects of time on the norm of reciprocity. Basic and Applied Social Psychology, 19(1), 91–100. ・Chuan, A., Kessler, J. B., & Milkman, K. L. (2018). Field study of charitable giving reveals that reciprocity decays over time. Proceedings of the National Academy of Sciences. 本頻道分享心理學研究與人際互動的知識故事,不構成醫療或心理諮商建議;如有身心困擾,請尋求專業協助。 #數羊心理學 #心理學 #人性