The Power of Reciprocity Theory in Marketing

  • Nik Nur Shahira Nik Mustapha Universiti Kuala Lumpur
  • Mohd Farid Shamsudin Universiti Kuala Lumpur
Keywords: Reciprocity theory, Marketing, Customer satisfaction


Reciprocity theory is a theory of expectation that will respond favourably to each other by returning benefits for benefits. The reciprocity is the basic laws of social psychology. Social psychology deals with social interaction, self-concept, social cognition, social influence, attitudes, and stereotypes. In other words, reciprocity is a social situation that we pay back what we received from other people. It can be interpreted as negative reciprocity or positive reciprocity. The negative reciprocity occurs when an action has a negative consequence when someone else is reciprocated the action that has an approximately equal negative effect towards others.


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How to Cite
Nik Nur Shahira Nik Mustapha, & Mohd Farid Shamsudin. (2020). The Power of Reciprocity Theory in Marketing. Journal of Postgraduate Current Business Research , 5(1). Retrieved from