A psychological phenomenon that causes people to like someone more after they do them a favor, especially if they dislike the helped person.
You can use it to benefit and protect yourself when interacting with others.
Is a psychological phenomenon that causes us to like someone more after we do that person a favor: We justify our actions to ourselves, that we did them a favor because we liked them.
But the reverse effect is also true - we come to hate our victims, which helps to explain wartime atrocities.
The effect works because our brains need to conciliate the fact that we are helping someone with our dislike for them, and the easiest way to do that is to assume we actually like them.
The request creates a contradiction and then discomfort for the person who dislikes you. And that pushes one to readjust their way of thinking.
Ask for help when you need it, but not too often.
If you reach a roadblock during a negotiation, ask the investor or negotiating party for a favor and give them a reason to come back to you. This will help you reopen the discussion, and give them a perceived sense of power you can use to your advantage.