Reciprocity Bias
The cognitive tendency to feel obligated to return favors, even when disproportionate.
Also known as: Reciprocation bias, Obligation bias, Return favor bias
Category: Concepts
Tags: reciprocity, cognitive-biases, psychology, influence, decision-making
Explanation
Reciprocity bias is the cognitive tendency to feel compelled to return favors, gifts, or concessions, often in disproportionate measure. While reciprocity itself is a healthy social norm, the bias can lead to poor decisions when the return exceeds what's appropriate. Examples include: feeling obligated to buy after receiving a 'free' sample, agreeing to large requests after small favors, and maintaining relationships out of obligation rather than genuine connection. The bias operates unconsciously and powerfully - small gifts can create large obligations. Marketers and negotiators deliberately exploit this through: free trials, unexpected gifts, and the 'door-in-the-face' technique (large request followed by smaller 'concession'). Protecting against unhealthy reciprocity bias involves: recognizing manipulation tactics, giving yourself permission to decline, separating gifts from obligations, and responding proportionally. For knowledge workers, awareness means: not overcommitting due to small favors, recognizing when reciprocity is being weaponized, and building genuine rather than transactional relationships.
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