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How users reciprocate to computers: an experiment that demonstrates behavior change

We conducted an experiment to investigate if computers could motivate users to change their behavior. By leveraging a social dynamic called the "rule of reciprocity," this experiment demonstrated that users provided more helping behavior to a computer that had helped them previously than to a different computer. Users also worked longer, performed higher quality work, and felt happier. Conversely, the data provide evidence of a retaliation effect.