Robert Cialdini

Reciprocity

Future obligation for repayment of gift, favours and services

Within that group, whoever needs help, resources, time, attention, staffing — whatever it is — can call on other members of the group who free feel to send those resources because they are not sending them away.

It becomes possible for one individual to give resources to another without giving them away. What you get instead is a credit. When you need something, you can call on other members of the group who you have helped in the past and they are very willing — in fact, they are waiting — to help because the saddle of obligation weighs heavy on us. We want to repay our debts. We want to give back to others who have given to us.

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