Persuasion & consumer psychology · law 066
Ben Franklin Effect
By Shivam Bhandari · Reviewed 31 October 2026 · How we write
what it means
People who do you a favour tend to like you more afterwards — asking for help can build a relationship.
How Ben Franklin Effect works
When people help someone, they justify it to themselves by deciding they must like that person. A small favour can turn a stranger or rival into an ally.
In business, asking for advice, feedback, or a small favour can open doors that a sales pitch cannot.
where it comes from
Named after Benjamin Franklin, who described in his autobiography winning over a rival legislator by asking to borrow a rare book. Jon Jecker and David Landy tested it experimentally in 1969.
Ben Franklin Effect examples in business
Networking
Asking a senior industry figure for advice often leads to a warmer relationship than asking for business.
Customers
Asking loyal customers for feedback on a new product makes them more invested in it.
Teams
A new manager asks a sceptical senior colleague for help and gains an ally.
How to apply it
- 1Ask key prospects or partners for their advice or opinion.
- 2Keep the favour small and easy.
- 3Thank them sincerely and show what you did with their help.
- 4Use feedback requests to deepen customer relationships.
common misreading
Asking for too much, too soon backfires. The favour should be small and respectful.
ask yourself
Whose advice could you ask for this week that would strengthen a key relationship?
Frequently asked questions
What is Ben Franklin Effect?
People who do you a favour tend to like you more afterwards — asking for help can build a relationship. When people help someone, they justify it to themselves by deciding they must like that person. A small favour can turn a stranger or rival into an ally.
Who came up with Ben Franklin Effect?
Named after Benjamin Franklin, who described in his autobiography winning over a rival legislator by asking to borrow a rare book. Jon Jecker and David Landy tested it experimentally in 1969.
How do you apply Ben Franklin Effect in business?
1. Ask key prospects or partners for their advice or opinion. 2. Keep the favour small and easy. 3. Thank them sincerely and show what you did with their help. 4. Use feedback requests to deepen customer relationships.
What is a common misunderstanding of Ben Franklin Effect?
Asking for too much, too soon backfires. The favour should be small and respectful.