<P> The principle of reciprocity states that when a person provides us with something, we attempt to repay him or her 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 . </P> <P> Consistency is an important aspect of persuasion because it: </P> <Ol> <Li> is highly valued by society, </Li> <Li> results in a beneficial approach to daily life, and </Li> <Li> provides a valuable shortcut through the complicated nature of modern existence . </Li> </Ol> <Li> is highly valued by society, </Li>

Persuasion research generally focuses on the motives of persuaders