Influence: The Psychology of Persuasion · chapter 2 · id influence-c2-09-reciprocity-can-trigger-unequa
“Reciprocity can trigger unequal exchanges -- a small initial favor can produce a much larger return favor, as when a Coke worth a few cents produced raffle ticket purchases worth several dollars.”
VERIFIEDconfidence: high⚠ extracted by pipeline, re-audit pending
Receipts
Regan (1971), Effects of a Favor and Liking on Compliance, JESP 7(6)FLAGGED: DOI not in registry
Subjects who received a Coke purchased significantly more raffle tickets than those who received nothing, with the value of tickets far exceeding the cost of the Coke.
Gouldner (1960), The Norm of Reciprocity: A Preliminary Statement, American Sociological Review 25(2)DOI registry: valid
A norm of reciprocity is universal across cultures -- people feel obligated to return favors, creating social obligations that can be exploited for disproportionate returns.
This claim is a stable, citable object. If you can falsify a verdict, tell us. Corrections are loud here.