“The Ben Franklin effect shows that, while attitudes influence behavior, behavior can also shape attitudes. If we do a favor for someone, we come to believe we like that person. This liking leads back to another favor, and so on. A close variant of what is called the foot-in-the-door technique, or the strategy of making small requests before larger ones, the Ben Franklin effect tells us that one favor begets more favors and, over time, small favors beget larger ones.”