Editing Persuasion (section)

====Reciprocity====
{{Main|Norm of reciprocity}}
The principle of reciprocity states that when a person provides us with something, we attempt to repay them in kind. Reciprocation produces a sense of obligation, which can be a powerful tool in persuasion. The reciprocity rule is effective because it can be overpowering and instill in us a sense of obligation. Generally, we have a dislike for individuals who neglect to return a favor or provide payment when offered a free service or gift. As a result, reciprocation is a widely held principle. This societal standard makes reciprocity extremely powerful persuasive technique, as it can result in unequal exchanges and can even apply to an uninvited first favor. Reciprocity applies to the marketing field because of its use as a powerful persuasive technique. The marketing tactic of "free samples" demonstrates the reciprocity rule because of the sense of obligation that the rule produces. This sense of obligation comes from the desire to repay the marketer for the gift of a "free sample."<ref>{{Citation|last1=Baaren|first1=Rick van|title=Behavioral Change Cialdini-Style|date=2012-03-01|work=Six Degrees of Social Influence|pages=134–141|publisher=Oxford University Press|isbn=9780199743056|last2=Dijksterhuis|first2=Ap|author2-link=Ap Dijksterhuis|doi=10.1093/acprof:osobl/9780199743056.003.0013}}</ref>