The obligation to receive reduces our ability to choose whom we wish to be indebted to and puts that power in the hands of others. - Robert B. Cialdini

Social scientists have determined that we accept inner responsibility for a behavior when we think we have chosen to perform it in the absence of strong outside pressures. A large reward is one such external pressure. It may get us to perform a certain action, but it won’t get us to accept inner responsibility for the act. Consequently, we won’t feel committed to it. The same is true of a strong threat; it may motivate immediate compliance, but it is unlikely to produce long-term commitment.

those who cheat for you will cheat against you.

The renowned British philosopher Alfred North Whitehead recognized this inescapable quality of modern life when he asserted that “civilization advances by extending the number of operations we can perform without thinking about them.” Take, for example, the “advance” offered to civilization by the discount coupon, which allows consumers to assume that they will receive a reduced purchase price by presenting the coupon.