In Dr. Cialdini's principles, what does 'Reciprocity' mean?

Reciprocity is one of the key principles identified by Dr. Cialdini in the context of persuasion and social influence. It refers to the social norm where individuals feel a strong obligation to return favors or benefits that others have provided to them. This principle suggests that when someone does something for us, even if it is a small gesture, we naturally want to respond in kind, often feeling a moral or social pressure to do so.

This concept is widely seen in various aspects of social interactions, marketing, and negotiations. For instance, if a company offers a small free sample to a potential customer, that customer may feel compelled to reciprocate by making a purchase or offering something in return. This principle leverages the human inclination to maintain fairness and balance in social exchanges. The feeling of indebtedness created by the act of giving fosters trust and often leads to stronger relationships and increased compliance in social contexts.