Reciprocity Norm
Definition
The reciprocity norm is a social rule stating that people feel obligated to return favors, gifts, or services that they receive from others. It’s the "I’ll scratch your back if you scratch mine" principle. It’s a deeply ingrained social expectation. We tend to feel uncomfortable when we benefit from someone without offering something in return, and we often anticipate others will reciprocate our kindness. It’s not a conscious calculation; often, we simply feel like we should return the favor. This can apply to material things, but also to intangible things like help, support, or even just a kind gesture.
Example
You are new to a job and don't know anyone. A coworker, Betty, notices your uncertainty, and takes time to introduce you to some coworkers and show you around. Because Betty helped you, you likely feel a sense of obligation to help her in the future. This could manifest as offering to help her with a future work assignment, or even just being a supportive coworker. You don't necessarily expect immediate repayment, but you're more likely to go out of your way to assist Betty than someone else at work because of the initial favor she extended to you. This feeling of owing her something is the reciprocity norm in action.
Why it Matters
The reciprocity norm is a foundational aspect of how societies function. Without it, interactions would be much more transactional and less reliable. If no one felt obligated to return favors, cooperation would break down. Businesses often utilize the reciprocity norm in marketing. They offer free samples or small gifts in hopes customers will feel obligated to make a purchase. Beyond commercial applications, it’s important for building strong relationships. Understanding this norm helps us understand why people are willing to help each other, why certain persuasive techniques work, and how social bonds are created and maintained.