Reciprocity is an expectation that you will treat others the way they treat you.
Reciprocity is based on a universal understanding that people give back to others who have given first. This “gift” doesn’t have to be a physical item – it can be a smile, a compliment, or information. What IS important is that the gift is valuable to the recipient.
The Cohen-Bradford Influence Model relies on the almost universal belief that people should be paid back for what they do. It is this underlying belief in how things are supposed to work that allows people in difficult situations to gain cooperation.
Real World Example:
– Having to provide an email address in exchanges for a free webcast or white paper
SE Exploitation Example:
– A scam which offers a refund for “poor” tech support, but requires your bank information to deposit the money: http://consumerist.com/2014/01/03/that-guy-on-the-phone-offering-a-tech-support-refund-is-probably-a-scammer/