EXECUTIVE SUMMARY:
The Benjamin Franklin Effect is a psychological principle showing that people who do you a favor tend to like you more. Research and history, from Franklin himself to modern studies, show that small, social favors can strengthen relationships and loyalty. Practically, asking for a minor favor or offering someone the chance to help can build goodwill in both personal and professional contexts.
Did you know that people who do you a favor will like you more? I first learned about this fascinating cognitive bias during a psychology class in my master’s program at Harvard University. It’s related to the commitment and consistency biases and is commonly referred to as the Benjamin Franklin Effect.
What is The Benjamin Franklin Effect?
Franklin once said, “He that has once done you a kindness will be more ready to do you another than he whom you yourself have obliged.”
According to legend, Franklin used this principle to increase favor of a rival Pennsylvania legislator by asking the legislator to lend him a rare book and then thanking him profusely. Franklin writes, “When we next met in the House, he spoke to me (which he had never done before), and with great civility; and he ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death”
Proof in 1969
Several studies have confirmed the Benjamin Franklin Effect, most famously through a Jecker and Landy study in 1969. You can read more about the study yourself, but the implication is that “Under certain circumstances, when an individual performs a favor for another person, his liking for that person will increase.”
Subsequent studies showed that The Ben Franklin Effect is more pronounced when it involves a social request (asking for advice) rather than a transactional one (asking for money). Timing is important too: rather than waiting, it's best to make a request soon after meeting someone for the first time.
Implications in Personal Life
Practically, this means that when someone offers me a drink at their home for the first time, I usually accept, even if I’m not thirsty yet. I’ve also started asking for small favors more proactively, typically advice or introductions. There are caveats, of course: nobody likes a freeloader, and I’m never asking for money. But giving someone the “privilege” of doing a small favor can genuinely increase their fondness for you, resulting in a true win-win.
Implications in Business
The Benjamin Franklin Effect isn’t just for personal relationships; it can help businesses grow as well. A study completed with over 2,000 customers showed that those who were surveyed for customer satisfaction were:
3x more likely to open new accounts
Less than half as likely to defect
More profitable than those who weren’t surveyed
Wrapping It All Up
The Benjamin Franklin Effect isn’t about manipulation, it’s about human psychology. We rationalize our actions by adjusting how we feel about the people we help. Understanding this principle can strengthen relationships, whether personal or professional, in surprising and powerful ways.
Here’s a simple action you can take today: think of someone you’d like to build a stronger connection with, and ask for a small favor such as advice, an introduction, or feedback. It doesn’t need to be big; the act itself helps create goodwill and rapport.
And if you found this concept useful, I have a small favor to ask you: please forward this article to two people you think would benefit from it. By sharing, you’re not only helping them discover a useful insight, you’re also helping me, which is very much in the spirit of Benjamin Franklin.
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