请求一次小帮助，可能让对方更愿意继续帮你

富兰克林与一位议员关系不好。听说对方藏有一本稀有而有趣的书，他写信借来，读完后按时归还，又附信郑重道谢。下一次见面时，对方第一次主动同他说话，后来两人成了朋友。

Having heard that he had in his library a certain very scarce and curious book, I wrote a note to him, expressing my desire of perusing that book, and requesting he would do me the favour of lending it to me for a few days. He sent it immediately, and I return'd it in about a week with another note, expressing strongly my sense of the favour. When we next met in the House, he spoke to me (which he had never done before), and with great civility; and he ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death. This is another instance of the truth of an old maxim I had learned, which says, "He that has once done you a kindness will be more ready to do you another, than he whom you yourself have obliged." And it shows how much more profitable it is prudently to remove, than to resent, return, and continue inimical proceedings.

后来所谓的富兰克林效应，通常用 外在理由越少，人越需要说服自己 来解释。一个人已经主动帮了原本不喜欢的人，外在理由又很弱，心里便可能稍微调高对这个人的评价，让态度和行动一致。

它和 互惠的重量：人天生对亏欠感到不适 方向相反。互惠是我先给你，你感到欠我；富兰克林的做法是请你先给我，让你需要解释自己的善意。两种机制都可能增加下一次合作，心里的账却不是同一本。

一次借书不必然把敌人变成朋友。请求需要小到对方容易答应，也要让他保留拒绝的自由。富兰克林真正做对的还有归还及时、郑重致谢，以及没有把这份人情立刻变成更大的索取。

认知失调会把解释推向自我辩护 正是这条的机制：帮过你之后，"我为什么要帮这个我不喜欢的人"这个不适必须被消解，而最省力的消解方式是修改对他的看法。 选择会沿着自我辩护的金字塔分叉 讲的是这个修正如何一步步积累。

身份型习惯：身份由重复行动提供证据 从正面说了同一件事：行动先发生，解释随后跟上。 富兰克林效应之所以反直觉，是因为人默认好感产生帮助，而实际的因果可以反过来跑。 ——收入 心理学 · 一得

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