This hits the nail on the head. A friend in advertising once told me that his go-to book was Claude Hopkin's 'Scientific Advertising', even though it was written in 1923. It goes into length about the 'Rule of Reciprocity'. I guess as humans, our psychology hasn't changed so much, and these 'rules' still hold fast today as much as ever.
The book is in the public domain, and available on The Gary Halbert Letter, another awesome resource btw.
http://www.thegaryhalbertletter.com/newsletters/Die_Hard_Fans_Section/Scientific_Advertising/Scientific_Advertising.htm