Cialdini raamat
One important reason concerns
the clearly unpleasant character of the feeling of indebtedness. Most of us find it
highly disagreeable to be in a state of obligation. It weighs heavily on us and
_ Chapter 2 RECIPROCATION
demands to be removed. It is not difficult to trace the source of this feeling. Be-
cause reciprocal arrangements are so vital in human social systems, we have been
conditioned to feel uncomfortable when beholden. If we were to ignore the need
to return another's initial favor, we would stop one reciprocal sequence dead and
make it less likely that our benefactor would do such favors in the future. Neither
event is in the best interests of society. Consequently, we are trained from child-
hood to chafe, emotionally, under the saddle of obligation. For this reason alone,
then, we may be willing to agree to perform a larger favor than the one we received,
annaabi.ee 
