Learn how reciprocity develops, types of reciprocity, how it’s used, and more.
How Reciprocity Develops
The socialization process plays an important role in developing the need to reciprocate.
Through experience, children learn to share with others, take turns, and engage in reciprocal actions.
Natalie Racioppa / Getty Images
Reciprocity plays an important role in the development and continuation of relationships.
It also plays an important role in persuading others to adopt certain beliefs or behaviors.
Marketers utilize a broad range of strategies to convince consumers to make purchases.
Some are straightforward such as sales, coupons, and special promotions.
Charities also sometimes use reciprocity in an attempt to increase their donations.
For example, you might comfort your partner when something doesn’t go their way.
In return, they will provide comfort and support when you are having a bad day.
Impact of Reciprocity
Reciprocity has a few obvious benefits.
For one thing, taking care of others helps the survival of the species.
Reciprocity also allows people to get things done that they would not be able to do on their own.
By working together or exchanging services, people can accomplish more than they would individually.
One seminal experiment showed how powerful reciprocity could be in the real world.
Shortly after mailing the cards, responses began trickling in.
Kunz received nearly 200 replies.
Why would so many people reply to a complete stranger?
This is the rule of reciprocity at work.
One of these is known as the “that’s-not-all” technique.
Let’s say you’re shopping for a new mobile phone.
The salesperson shows your phone and tells you the price, but you’re still not quite sure.
Reciprocity in Relationships
Reciprocity is a critical component of ahealthy relationship.
It involves a mutual exchange of support, emotional investment, care, and love.
Reciprocity in a relationship is characterized by:
It is not atransactionalexchange where each person keeps score.
It is marked by sharing needs, caring for each other, empathy, and interdependence.
Tips for Navigating Reciprocity
In many cases, the reciprocity norm is actually a good thing.
It helps people behave in socially acceptable ways and allows them to engage in a social give-and-take with others.
In marketing, this is often called the “foot-in-the-door” technique.
Another approach known as the “door-in-the-face” technique can also take advantage of reciprocity.
The persuaded starts by asking for a large favor they know you will reject.
Chuan A, Kessler JB, Milkman KL.Field study of charitable giving reveals that reciprocity decays over time.PNAS.
2017;8:1364. doi:10.3389/fpsyg.2017.01364
Molm LD.The structure of reciprocity.Social Psychology Quarterly.
