Returnable reciprocity: Returnable gifts are more effective than unreturnable gifts at promoting virtuous behaviors
研究了“可退还互惠”策略，即提供可退还的礼物来鼓励人们遵守美德行为请求，发现相比传统不可退还礼物，它能更有效提升参与率，因为增加了不遵守时的内疚感。
Increasing virtuous behaviors, such as initiating healthy habits, is an important goal for policymakers and social scientists. To promote compliance with requests to perform virtuous behaviors, we study “returnable reciprocity.” Whereas traditional reciprocity involves giving people unreturnable unsolicited gifts to encourage compliance, returnable reciprocity involves offering opportunities to return the unsolicited gifts if they choose not to comply. Four studies (and two additional supplemental studies) show that returnable reciprocity (compared to traditional reciprocity) leads to higher enrollment in a hypothetical workplace wellness program (Study 1), as well as greater compliance in an incentive-compatible large-scale field experiment (Study 2) and conceptual lab replications (Studies 3 & S1). Returnable reciprocity may be more effective than traditional reciprocity because it induces increased feelings of guilt for non-compliance (Study 3). Though making an unsolicited gift returnable can be inexpensive, it appears to impose psychological costs that negatively affect the tactic’s overall impact on social welfare (Studies 4 & S2).