"milinski" - 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 more than we have received