Which psychological principle states that people feel obligated to reciprocate after receiving a favor?

The principle that people feel obligated to reciprocate after receiving a favor is known as reciprocity. This psychological concept is rooted in the idea of mutual exchange; when someone does something for us or provides us with a benefit, we often feel a social pressure to return the favor. This can take various forms, such as providing help, gifts, or concessions in negotiations.

Reciprocity is a powerful mechanism in both personal interactions and marketing strategies. For instance, businesses often utilize this principle by providing free samples or complimentary services to create a sense of indebtedness, encouraging customers to reciprocate by making a purchase or engaging further with the brand.

The other options, while important principles in psychology and marketing, do not relate specifically to the act of returning favors. Scarcity refers to the perceived value of something being increased when it is limited or in short supply. Consistency involves individuals' desires to act consistently with their commitments or beliefs. Authority pertains to the influence that knowledgeable or reputable figures have on people’s behavior. Each of these concepts plays a role in persuasive communication and marketing strategies, but they do not capture the essence of the obligation to reciprocate as effectively as the principle of reciprocity does.