Dr. Robert B. Cialdini proposed six principles of influence to apply consumer behavior. The principles actually depict the science behind consumer behavior and change management. Here are some ways in which the principles of Reciprocity and Social Proof apply to consumer behavior.
Reciprocity: Give something to get something in return
Reciprocity is Cialdini’s first principle of influence and states that there is an innate tendency of humans to return favors or treat others the way we have been treated by them. We feel obliged on paying back our debts in some way or the other. For instance, a practical internet blog provides its readers useful information for free. The readers have to visit the blog, absorb all the information and apply it to their lives. According to the principle of reciprocity, if they like the information available on the blog, they will feel obligated and in order to return the favor would like to purchase other products or services on your website. Now, to instigate this consumer behavior, the website owner should try and provide as much valuable information as possible for the readers (Cialdini, Robert, and H. Mirels. 395-402). The reciprocity behavior of humans will result in more conversions to his website.
Social Proof: Doing what others are doing
As defined by Cialdini, the principle of Social Proof states that people often tend to do what others are doing. Such a behavior is owing to lack of information or safety factors. A very common example would be if fellow workers are driving late to office, even we don’t mind doing that; if we find a particular coffee shop always full of people, no matter how lucrative the other shops may be, we would like to check out the one that has more visitors. More so, if we are confused about one or more aspects and people we notice look similar to us, we tend to follow them (Cialdini, Robert, and H. Mirels. 395-402).
References
Cialdini, Robert, and H. Mirels. (1976). Sense of personal control and attributions about yielding and resisting persuasion targets. Journal of Personality and Social Psychology, 33 PP 395-402
