This study examined whether the norm of reciprocity, which implies that people feel compelled to return favors, plays a role in deterring inconsiderate behavior. We predicted that both gratitude messages, such as "Thank you for parking your bike in a straight line," and knowledge of the sender's identity facilitate reciprocation and thus deter inconsiderate behavior. Participants (N=191) were randomly assigned to read one of four descriptions. These descriptions reflected a 2 (messages: gratitude vs. prohibition)×2 (sender identity: clear vs. ambiguous) between-participants design. The participants subsequently rated the extent to which they were likely to engage in inconsiderate behavior in a given situation. As predicted, when the sender's identity was clear, the participants exposed to a gratitude message tended to refrain from inconsiderate behavior by invoking the norm of reciprocity. We also discuss the effectiveness and implications of the norm of reciprocity as a deterrent of inconsiderate behavior.
