Reciprocity: in-kind, whether positive or negative, responses for the actions of others. Or…as mentioned in “The Golden Rule”, one should treat others as one would like others to treat oneself. But, do you “expect” something from others when you offer a favor? For me, reciprocity is centered more on “trading” favors than making a negotiation or a contract with another person. Because there is a sense of future obligation with reciprocity it can help to develop and continue relationships with people. I think that’s why “Word of Mouth” advertising is still one of the most effective tools in your Marketing Handbag.