Cialdini raamat
Thus, the society
must arrange to have these initial, incompatible desires set aside for the sake of so-
cially beneficial cooperation. This is accomplished through procedures that pro-
mote compromise. Mutual concession is one important such procedure.
The reciprocation rule brings about mutual concession in two ways. The first
is obvious; it pressures the recipient of an already-made concession to respond in
kind. The second, while not so obvious, is pivotally important. Because of a recipi-
ent's obligation to reciprocate, people are freed to make the initial concession and,
thereby, to begin the beneficial process of exchange. After all, if there were no so-
cial obligation to reciprocate a concession, who would want to make the first sac-
rifice? To do so would be to risk giving up something and getting nothing back.
However, with the rule in effect, we can feel safe making the first sacrifice to our
annaabi.ee 
