Behavioural Economics Primer: Reciprocity bias
Behavioural economics
This article is part of Warc's Behavioural Economics Primer.
Reciprocity bias is our tendency to reciprocate the actions of others creating a wave of indebtedness. If somebody does something for us, or gives us something, we are more likely to return the favour or pass the favour on to others. We have the tendency to behave towards others as they behave towards us.
The impulse to reciprocate is a powerful one and cultural anthropologists have suggested it is likely to be universal. The desire to...