Cialdini raamat
the reverse direction-by giving without allowing the recipient an opportunity to repay-are also dis-
liked for it. This result was found to hold for each of the three nationalities investigated-Americans,
Swedes, and Japanese (Gergen, Ellsworth, Maslach, &: Seipel, 1975).
RECIPROCAL CONCESSIONS
Guilt-Edged
Exchange oft the mark Mark Parisi
Even the stingiest
people feel the pull of the I'M A. LOUSY -rIPPER AND I'D
reciprocity rule. But, the
rule can also be used by LIKE" YOUR RUDEST WA-rRE.SS SO
restaurant servers to
increase their tips. One
I wONT FEEL GUll])' A~u-r IT. ..
study found that servers
who gave diners a piece
of candy when presenting
the bill increased their tips
by 3.3 percent. If they
provided two pieces of
candy to each guest, the
tip went up by 14 percent
(Strohmetz et ai
annaabi.ee 
