Introduction: Why Reciprocity Matters More Than You Think Whether it's a complimentary sample that leads you to purchase more, or just an act of kindness and trust within a friendship, rewarding reciprocity is among the most influential ways to shape people's actions. At its very core, reward reciprocity is very simple and it goes something like this: "When someone gives us something of value, we instinctively feel a response take shape. That reaction leads us to reward these