"ciprocity" - 1 õppematerjal

Cialdini raamat

There is another reason as well. A person who violates the reciprocity rule by accepting without attempting to return the good acts of others is disliked by the so- cial group. The exception, of course, occurs when a person is prevented from re- payment by reasons of circumstance or ability. For the most part, however, there is a genuine distaste for an individual who fails to conform to the dictates of the re- ciprocity rule (Wedekind 8{ Milinski, 2000).2 Moocher and ingrate are unsavory labels to be scrupulously shunned. So undesirable are they that people will some- times agree to an unequal exchange in order to dodge them. In combination, the reality of internal discomfort and the possibility of exter- nal shame can produce a heavy psychological cost. When seen in the light of this cost, it is not so puzzling that, in the name of reciprocity, we will often give back