Reciprocity By Proxy: Expanding the Boundaries of the Norm of Reciprocity to Induce Environmental Action

Noah J. Goldstein, University of California at Los Angeles, USA
Vladas Griskevicius, University of Minnesota, USA
Robert Cialdini, Arizona State University, USA
In cause-related marketing, organizations offer to donate to third-parties if consumers behave in line with the organizations’ goals. An expanded view of the boundaries of the reciprocity norm suggest organizations should instead first provide non-contingent benefits to the third party on behalf of target individuals before requesting the desired behavior.
[ to cite ]:
Noah J. Goldstein, Vladas Griskevicius, and Robert Cialdini (2011) ,"Reciprocity By Proxy: Expanding the Boundaries of the Norm of Reciprocity to Induce Environmental Action", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.