"Each of us has a deep-seated need to reciprocate favors, regardless of whether the quid pro quo is on par with one another. Each of us has a deep-seated need to maintain an internally consistent view of who we are as individuals."
"Apparently, the simple act of writing something down, no matter how innocuous, becomes our perspective. We behave—and change our beliefs, accordingly—to satisfy a need to remain consistent with what we write"
Source: http://www.innovationmanagement.se/2013/02/05/the-persuasive-innovator-influencing-people-to-collaborate/
