Politicians call this putting favors in the favor bank. Put one in, and when the time comes, you can get one out. And the rule of reciprocity applies in all cultures. There is no human society that does not subscribe to the rule, the author writes. In fact, it is only because our ancestors learned to share food and skills in an honored network of obligation that we are human, says anthropologist Richard Leakey.
Studies show that reciprocity overpowers dislike.
A business example of reciprocity is free samples. There's a reason you can eat a small meal while walking the aisles of Sam's Warehouse Club. Free samples sell product. Another way to employ reciprocity is somewhat more indirect. You can make a concession.