Reciprocation is a social norm where people feel obliged to repay, in kind, what another person has given to them. This is the idea that we should repay a favour if someone does something for us or provides us with a free service or product. In can have a powerful influence on our behaviour and is often used by companies to obtain commitment (e.g. value exchange). It is one of Robert Cialdini’s 6 principles of persuasion outlined in his book Influence.

Image landing page with reciprocity
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The above  landing page from was inspired by Robert Cialdini’s book as the company tested 6 variants for each of the principles of persuasion.  Here free tips and advice were offered for free. The winning variant in this instance was the social proof principle.


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