Yeah, now that I think about it, almost everyone does this in some form or another. I would even argue that making your business look nice (like a well furnishe

Yeah, now that I think about it, almost everyone does this in some form or another. I would even argue that making your business look nice (like a well furnished bar, etc) has the same type of effect. You go in, it looks nice, and you feel good about being in nice surroundings. So you get that initial reward before the business engagement even begins. Just reflecting on my own experience, I feel like I have been colder to businesses that don't look nice. I didn't think it was related to reciprocity[1] until now. [1] https://en.wikipedia.org/wiki/Reciprocity_(social_psychology) https://en.wikipedia.org/wiki/Reciprocity_(social_psychology...