Right Back at You: How Reciprocal Compliments Affect Interpersonal Impressions

Xin Zhou, Michelle E. Daniels and Adriana Samper

Journal of the Association for Consumer Research, 2026, vol. 11, issue 2, 158 - 170

Abstract: While pragmatics researchers posit that the more preferred response to a compliment is a simple “thank you” over alternatives like giving a reciprocal compliment or sharing information on the complimented item, little research has examined the interpersonal consequences of compliment response strategies. In four preregistered experiments, we find that despite being perceived as less honest, a reciprocal compliment enhances impressions of the respondent more than the oft-recommended “thank you.” This effect occurs because a reciprocal compliment, relative to simple appreciation (i.e., “thank you”), signals rapport, enhancing interpersonal impressions. While reciprocal compliments are perceived as less honest, which has a negative effect on impressions, the benefit of building rapport outweighs this penalty. Beyond impressions, reciprocal compliments also promote positive word of mouth and increase satisfaction in service settings. This effect is amplified when the recipient is experiencing social isolation. Importantly, this effect reverses when the reciprocal compliment leads to social harm.

Date: 2026
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