
INFLUENCE: The Psychology of Persuasion - Commented Book
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The Reciprocity Rule
Most of us find it highly disagreeable to be in a state of obligation. We are trained from childhood to chafe emotionally under the saddle of obligation. A person who violates the reciprocity rule is actively disliked by the social group. People will often avoid asking for a needed favor if they will not be able to repay it. The psychological cost may simply outweigh the material loss.
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