Robert Cialdini's principle that people feel obligated to return favours, gifts, or concessions. One of the most powerful principles of social influence.
Explained
- When someone gives us something, we feel compelled to give back.
- Free value creates a quiet sense of obligation that shapes later behaviour.
- A generous free tier, a useful tool, or a gift can trigger this return impulse.
- The exchange feels fair, so people reciprocate with attention, loyalty, or payment.
