Kaja Trees

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In combination, the reality of internal discomfort and the possibility of external shame can produce a heavy psychological cost. When seen in the light of this cost, it is not so puzzling that in the name of reciprocity, we often give back more than we have received. Neither is it so odd that we often avoid asking for a needed favor if we will not be in a position to repay it. The psychological cost may simply outweigh the material loss.
Influence: The Psychology of Persuasion
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