Abstract
Whether it's advertising, political speeches or even simple exchanges between people, we are constantly bombarded by an infinite number of persuasive messages. This persuasive power is used to convince us to think, do, or feel something. For more than 60 years, researchers have been studying the factors that influence us to say "yes" to the demands of others. Robert Cialdini, an American social psychologist, wrote a book in 1984 on the study of persuasion and marketing: The Psychology of Persuasion. He found that influence is based on six key principles: reciprocity, commitment and consistency, social proof, authority, liking, scarcity. Unity. The principle of influence that we are going to study today is reciprocity: Robert Cialdini defines this principle as trying to "repay" to others the nice things they do for us: it's a kind of social obligation. We will then study this principle using Valérie Madej's French article in "Quanta la vie : Quand le développement personnel rencontre la science " in order to study its rules and introduce it into our lives.
