Conversion Optimisation
Reciprocity Principle
Plain English
People give back when they get something first.
Definition
The Reciprocity Principle is a psychological concept where people feel obligated to return a favour.
In practice
Used in free trials, content, or value exchanges to encourage glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term.
The reality
If the value is weak or unclear, reciprocity does not work.
FAQ
Common questions
A few practical answers to the questions that usually come up around this term.
What is the reciprocity principle?
It is the tendency to return a favour.
Why is reciprocity important?
It encourages glossaryEngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term and glossaryTrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term.
How is it used in UX?
Through free value like trials or content.
What is a common mistake?
Offering low-value exchanges.
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