Reciprocity

What is reciprocity?

Reciprocity is responding to another person's conduct with a related action: returning a benefit or favor, or reacting to perceived mistreatment. It can involve social norms as well as personal preferences.

Positive and negative reciprocity

Returning a favor is positive reciprocity; responding to mistreatment with a penalty is negative reciprocity.

Regan (1971) found that receiving a favor increased compliance with a later request in a laboratory study. Fehr and Gächter (2000) discuss positive and negative reciprocity, including rewards and punishments that are costly to the person who provides them.

The norm of reciprocity: an everyday example

The norm of reciprocity is an expectation that a favor should be returned. If a colleague covers your shift, you might later cover theirs because you feel an obligation to help in return. This illustrates a social expectation.

Reciprocity in marketing and negotiation

A small gift or concession can be an attempt to encourage a return favor. Whether it succeeds is a separate question from whether the gesture was made.

Reciprocity is not identical to a calculated exchange for future profit, and a gift does not guarantee a return. Context and perceived intentions matter.