Home > Glossary > Reciprocation




Reciprocation is a social norm where people feel obliged to repay, in kind, what another person has given to them. This is the idea that we should repay a favour if someone does something for us or provides us with a free service or product. In can have a powerful influence on our behaviour and is often used by companies to obtain commitment (e.g. value exchange). It is one of Robert Cialdini’s 6 principles of persuasion outlined in his book Influence.

The above landing page from Betfair.com was inspired by Robert Cialdini’s book as the company tested 6 variants for each of the principles of persuasion. Here free tips and advice were offered for free. The winning variant in this instance was the social proof principle.


Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Psychological triggers – 17 psychological tips to boost your conversion rate.

Types of A/B tests – How to optimise your website’s performance using A/B testing.