
INFLUENCE: The Psychology of Persuasion - Commented Book
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The Reciprocity Rule
In the regan study, subjects were asked to buy raffle tickets for a new car. The subject who had been given a favor bought twice as many tickets than those who hadn't received one. People are more likely to do a favor for someone they like if they feel that they owe them something. But this relationship between liking and compliance was completely wiped out in the condition under which subjects had been given coke by oe.
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