Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Saturday, December 10, 2016

"The Foundation of Gift Giving is Reciprocity"

The Rule of Reciprocity
As Sheldon once said on The Big Bang Theory:
"The foundation of gift giving is reciprocity"
In social psychology, reciprocity is the rule that people should give back (reciprocate) what they receive. Those who don't reciprocate are seen to break the social norm, can be called "free riders" and are generally unliked by their social group. Therefore when receiving a gift, one may feel obligated to give something back.




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