Reciprocity refers to the social norm that people tend to respond to friendly or helpful actions with similar actions. In neuroweb design, knowledge about reciprocity can be used to positively influence user behaviour.

If users feel that a website or brand has helped them or provided them with added value, they are more likely to respond positively to the website or brand and, where appropriate, give something back. By creating a positive user experience, designers can therefore trigger the reciprocity effect and motivate users to return to the website or recommend it to others.

One example of the application of the reciprocity effect in neuroweb design is the provision of free resources or additional benefits on a website, such as instructions, e-books or tools. If users feel that they have received added value from the website or brand, they are more willing to share their experience positively, for example by recommending the website to others or sharing it on social media.

In addition, the reciprocity effect can also be achieved through the personalisation of content and offers on a website. If users feel that the website or brand is focussed on their needs and interests, they are more likely to respond positively to the website and, if necessary, give something back.