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persuasion The rebellion of the 1960s  had given way to the more conservative 1980s, and the Hare Krishna me bers were now considered almost an affliction to society. To counteract ative public opinion, they developed a new approach that utilized the Lay of Obligation. Their new fundraising strategy worked because it prompted sense of obligation that outweighed the dislike or negativity felt toward the Hare Krishna movement. The new strategy still involved solicitation in crowded, public places, but now, instead of being asked directly for a donation, the potential donor was first given a free gift-a flower. If someone tried to turn it down, the Krishna follower would, under no circumstances, take it back. The Krishna giftgiver might say, "Sir, this is a free gift for you to keep, and we welcome donations." Often the gifts just ended up in the trash cans, but overall, the strategy worked. In most cases, even individuals who ended up throwing the gifts away donated something. Although lots of people were extremely annoyed by the highpressure gift giving, their sense of obligation to reciprocate was too strong to ignore. Some of the movement's followers, looking like your normal, energetic college students, would hand out books. People graciously accepted the offer before realizing they were deep into obligation. Playing on their sense of indebtedness, the requesters would then ask for a donation. The process worked like a charm.
When someone tried to give the book back, the Krish nas would not take it back, it being a gift. Others would leave upset but the pair would follow them in hot pursuit. I observed that most of the people felt an obligation to donate money in exchange for the free gift presented to them, whether or not they wanted it. Applying the Law of Obligation This is a very simple law to implement. All you need to do is create a need or obligation in the mind of the other person. Think to yourself of what vou can do, give, or say that would create that indebtedness in the mind of your prospect. As you think of the perfect persuasive situation, include one or more of the following items to help you create a greater sense of obligation: a sen1(e of some sort, information or concessions, secrets, favors, gestures, comph ments, smiles, gifts, invitations, attention, or your time. Any one, or a com bination of several, of these will create a need to reciprocate in У°иГ prospect-as long as your act is perceived as altruistic. If, however, У°иГ  • read as manipulating, bribing, or "tricking," it will understand pregivbg15 much compliance. ably not De u strategy. The use of obligation will backfire if your Take eutl<® actions as a bribe to comply. Feeling tricked, your pros Pr0SpeCt. be pressured to comply or reciprocate. "When pregiving is pect wi pressure tactic, it actually decreases compliance."10 rvTceived as a dhuc r , our The obligation you create must be perceived as an unselfish act. persuasion