How To Apply Cialdini's Theories To Road Safety On Campus

Robert Cialdini wrote a book called Influence: The Psychology of Persuasion. In this book, specifically in Chapter 2, Cialdini explains the ancient idea of reciprocation. Reciprocation is the idea that if someone gives you something, you are obligated to give something back to them in return. Richard Leaky determined that reciprocity is a fundamental aspect of being human. This idea is unique because it is historically, culturally, and socially universal. The recipient is always obligated to a future repayment of a gift, and faces public disapproval is a gift is not granted in return.

There are several different facets of reciprocity that have the potential to be used to express power or exploitation. For example, there is a way to change a person from noncompliance to compliance by simply reducing the size of the request. Cialdini demonstrates this by the chocolate bar example on page 37. This idea is also linked to the idea of rejection-then-retreat. This tactic starts with someone requesting a very large gift or favor which they have no intention of being met. By doing so, they are able to start the negotiation process, therefore bringing the request down a few sizes to what the requester had originally intended. This is a useful tactic because it makes the conceder feel as if he was part of the negotiation process and that he had a say in the conclusion that they both came to.

Reciprocation could be used here at JMU to remove motorist from the campus in order for bikes and walkers to be free and safe. This could be accomplished by the rejection-then-retreat method by requesting something outlandish like instantly removing all vehicles including work cars and buses. Once this is undoubtedly rejected, advocators for less motorists on campus could request just removing non-JMU cars in order to keep civilians off of campus. These are much more agreeable terms which the administration is much more likely to accept.

Another concept outlined in Chapter 3 is the idea of consistency. Consistency is an aspect that is very valued in society and is a sign of trustworthiness and personal strength. Consistency is used internally by helping us navigate through complex situations by having a consistent and unfailing set of values and assumptions to fall back on.

Additionally, consistency can also be used in order to influence those around us. People have a very powerful desire to remain consistent with their actions and decisions, so it can be assumed that they will commit to things that follow the same pattern set out by other things that they have previously committed to; they will not change their actions out of fear of being labeled as inconsistent.

This is most effective when we are able to make the commitment happen in the other person's mind to the point where they are mentally coming up with reasons to support consistencies, even when they are being manipulated.

There is also a way in which advocates for a safer campus use consistency in order to get their desired results. For example, advocates could interview JMU faculty and administrative members and ask them if they think that student safety and environmental improvements are important to JMU. One can only assume that they will say yes in order to at least keep up the appearance that JMU is a safe and green campus. Later on when advocates suggest that cars should be removed from campus, the administration will be inclined to respond consistently with their previous responses.

These ideas put forth by Cialidini show how people can use psychology to try to get the things that they want. Like other tools, reciprocation and consistency have the potential to be used for manipulation, but if they are used in order to achieve a greater good for society, like safer roads, they should be implemented until the job is completed.