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The effectiveness of reciprocity appeals in economic booms and busts

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Reciprocity is considered one of the most potent weapons of social influence. Yet, little is known about when reciprocity appeals are more or less effective. A functional evolutionary approach suggests that reciprocity helps people survive in resource-scarce environments: When resources are limited, a person may not be able to obtain…

Reciprocity is considered one of the most potent weapons of social influence. Yet, little is known about when reciprocity appeals are more or less effective. A functional evolutionary approach suggests that reciprocity helps people survive in resource-scarce environments: When resources are limited, a person may not be able to obtain enough resources on their own, and reciprocal relationships can increase the odds of survival. If true, people concerned about resource scarcity may increasingly engage in reciprocal relationships and feel more compelled to reciprocate the favors done for them by others. In a series of experiments, I test this hypothesis and demonstrate that: (1) chronic concerns about resource scarcity (low socioeconomic status) predict increased reciprocity, (2) experimentally activating resource scarcity enhances the effectiveness of reciprocity appeals, (3) this effect is moderated by cues of persuasive intent, and (4) this relationship is mediated by increased gratitude.
ContributorsWhite, Andrew (Author) / Kenrick, Douglas T. (Thesis advisor) / Cialdini, Robert (Committee member) / Morales, Andrea (Committee member) / Neuberg, Steven (Committee member) / Arizona State University (Publisher)
Created2014
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Investing in Me or You: A Novel Role of the Attachment System in Self and Other Tradeoffs

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Research on attachment in adults began by assuming parallels from attachment as a behavioral system for using relationships to balance the tradeoff between safety and exploration in infants, to the same tradeoff function in adults. Perhaps more pressing, for adults, are the novel social tradeoffs adults face when deciding how…

Research on attachment in adults began by assuming parallels from attachment as a behavioral system for using relationships to balance the tradeoff between safety and exploration in infants, to the same tradeoff function in adults. Perhaps more pressing, for adults, are the novel social tradeoffs adults face when deciding how to invest resources between themselves and their close relationship partners. The current study investigated the role of the attachment system in navigating two such tradeoffs, in a sample of ASU undergraduates. In one tradeoff condition, participants had the option of working on puzzles to earn either themselves or their closest friend a monetary reward. In the second tradeoff condition, participants worked to earn monetary rewards for a close or new friend. Analyses showed no evidence of attachment avoidance predicting prioritizing redistributing money to a close friend in either condition. While there was no effect of anxiety on prioritizing one’s close friend over one’s self, there was a marginal effect in both prioritizing one’s close friend over a new friend when redistributing money and starting on the close friend’s word search first. Although attachment style largely did not predict earning or redistributing monetary rewards in these two relationship tradeoffs, implications for how these results fit within the broader theoretical perspective are discussed.
ContributorsYee, Claire (Author) / Shiota, Michelle N. (Thesis advisor) / Kenrick, Douglas T. (Committee member) / Lemery-Chalfant, Kathryn (Committee member) / Luecken, Linda J. (Committee member) / Arizona State University (Publisher)
Created2018