When "reciprocity" matters most

06/19/2014 | Forbes

Roger Dooley writes about a car-rental experience, noting that an offer of a nicer car at the same price would have been a great example of reciprocity: giving something to another person without any conditions. "That basic psychological principle, once triggered, would make it far more likely that I would recommend this company to others and rent from them again," Dooley writes.

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