Words beyond the Partial Deed: Prosocial Framing of a Partial-Trust Act Promotes Reciprocation between Strangers

Abstract

Displaying partial trust in exchanges between strangers is a common practice, but it does not effectively promote reciprocation. This is an intriguing phenomenon that warrants investigations regarding social mechanisms that can promote reciprocation without changing the level of trust. We seek to examine, given a partial-trust act, whether framing the motive underlying the act as prosocial (mutually beneficial) can promote reciprocation in an exchange between strangers. Across three experiments in the United States, we found that trustor prosocial (vs. no-motive) framing can promote trustee reciprocation through trustee felt obligation and that this effect is particularly strong among trustees with a strong rather than weak exchange orientation. Concurrently, this prosocial framing effect can operate serially through trustee perceived invitation for exchange and felt obligation. Our findings help address the conundrum of promoting reciprocation without introducing deleterious uncertainty about social motives given a partial-trust act that is prevalent in exchanges at zero acquaintance.