Cialdini raamat
can trigger a feeling of indebtedness by doing us an uninvited favor (Paese ~ Gilin,
2000). Recall that the rule states only that we should provide to others the kind of
actions they have provided us; it does not require us to have asked for what we have
received in order to feel obligated to repay. For instance, the American Disabled
Veterans organization reports that its simple mail appeal for donations produces a
response rate of about 18 percent. But when the mailing also includes an unso-
licited gift (gummed, individualized address labels), the success rate nearly doubles
to 35 percent. This is not to say that we might not feel a stronger sense of obliga-
tion to return a favor we have requested, but such a request is not necessary to pro-
duce our feeling of indebtedness.
If we reflect for a moment about the social purpose of the reciprocity rule, we
can see why this is the case. The rule was established to promote the development
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