The Power of Reciprocity Theory in Marketing

Abstract

Reciprocity theory is a theory of expectation that will respond favourably to each other by returning benefits for benefits. The reciprocity is the basic laws of social psychology. Social psychology deals with social interaction, self-concept, social cognition, social influence, attitudes, and stereotypes. In other words, reciprocity is a social situation that we pay back what we received from other people. It can be interpreted as negative reciprocity or positive reciprocity. The negative reciprocity occurs when an action has a negative consequence when someone else is reciprocated the action that has an approximately equal negative effect towards others.