The Benjamin Franklin Effect: How a Small Favor Can Make People Like You More
It is a type of cognitive bias
Suppose someone you do not particularly like asks you for a personal favor, not excessive and not requiring you to spend money.
Would you be willing to help? Most likely, you would pass this test successfully.
Not only would you do the favor, but there is a high chance you would start to like the person. This is a cognitive bias known as the “Benjamin Franklin Effect.”
It is named after the man who “discovered” it Benjamin Franklin
Franklin was born in 1706 to a poor family in Massachusetts.
Despite leaving school at age ten, he became a polymath: statesman (one of the founding fathers of the United States), musician, scientist, writer, publisher, inventor and entrepreneur.
But above all, he excelled in politics and was known as a man who could turn even his toughest rival into a loyal friend willing to do much for him.
The discovery occurred in the Pennsylvania legislature
Franklin, who defeated his bitter rival in elections, realized that since they would need to work together in the future, he had to bring the rival closer.
He wrote him a note asking to borrow a rare and valuable book.
Surprisingly, the rival gave him the book. About a week later, Franklin returned the book and thanked him.
Next time they met, the rival not only spoke politely to Franklin but also expressed a desire to continue helping, and a deep, long lasting friendship developed.
In a 1969 experiment, two American psychologists demonstrated the effect
In a study, John Jucker and David Landy gave participants a cash prize for winning a competition and then asked them to return it.
Participants were divided into three groups: in the first group, the department secretary asked for the money back, citing budget issues.
The second group received a personal request from the researcher explaining that he used his own money and it was depleted.
The third group was not asked to return the money.
Later, all participants were asked to express their feelings toward the researcher.
The participants who received a personal request and returned the money were the ones who felt the most affection for him.
The third group liked him the least.
The effect is usually explained through cognitive dissonance theory
Our brain struggles to reconcile two conflicting ideas simultaneously, causing discomfort and tension. In this case, the dissonance is between the negative attitude toward the other person and performing a kind act for them. People experiencing the Benjamin Franklin Effect reduce this tension by changing their emotional perception of the disliked person positively.
If you are stuck in a negotiation, ask the other party for a personal favor. This gives them a chance to respond, creating continued positive communication.
Another explanation: asking for help conveys that the person sees something special in us
For example, knowledge in a certain field, exceptional talent, or a unique style. We feel that they value something about us that others might not notice, which can create admiration and positive feelings toward them.
Franklin’s strategy applies in many areas
In the workplace, it can help build better relationships with partners, colleagues, or clients. In sales, it can help a seller “close” a deal.
It can be a valuable tool in negotiation
If negotiations stall, ask for a personal favor (e.g., “Could you check where your special laptop bag was purchased?”). This creates an opportunity for the other party to respond and fosters positive ongoing communication.
One notable beneficiary of the strategy was Steve Jobs
At age 12, when trying to build a frequency meter for a school project and needing parts, he located the phone of William Hewlett, CEO of Hewlett-Packard (HP), and asked for the missing parts. After a short conversation, Hewlett was impressed and offered him a summer internship. Jobs accepted and indeed worked that summer, continuing in subsequent years after leaving college.
Simply asking for favors does not automatically make people like you more
To maximize the effect, first learn about the person and their interests. Then request a specific favor that creates an opportunity. Do not put people in an uncomfortable situation – do not offer money or ask for a favor requiring payment. Always show gratitude to emphasize how important their help was to you.
Bottom line: The importance of the Franklin Effect is in creating emotional change
The action positively influences feelings. It is an important life skill that affects how people perceive us and can be used to bring others closer.