Cialdini raamat
giving process in human culture, says that there is an obligation to give, an
obligation to receive, and an obligation to repay.
Although an obligation to repay constitutes the essence of the reciprocity rule,
it is the obligation to receive that makes the rule so easy to exploit. An obligation
to receive reduces our ability to choose those to whom we wish to be indebted and
puts the power in the hands of others. Let's reexamine a pair of earlier examples to
see how the process works. First, in the Regan study, we find that the favor causing
subjects to double the number of raffle tickets purchased from Joe was not one they
had requested. Joe had voluntarily left the room and returned with one Coke for
himself and one for the subject. There was not a single subject who refused the
Coke. It is easy to see why it would have been awkward to turn down Joe's favor:
annaabi.ee 
