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The model posited that attitude similarity leads to perceived similarity and subsequent feelings of liking, that favors lead to liking and obligation, and that liking and obligation lead to increased compliance. Findings indicated that favors increased liking and obligation and that liking affected compliance but obligation had no effect on compliance. The results challenge conventional wisdom concerning the influence of the norm of reciprocity. <\/jats:p>","DOI":"10.1177\/0093650202250877","type":"journal-article","created":{"date-parts":[[2003,4,28]],"date-time":"2003-04-28T10:25:30Z","timestamp":1051525530000},"page":"178-197","source":"Crossref","is-referenced-by-count":24,"title":["The Mediating Roles of Liking and Obligation on the Relationship between Favors and Compliance"],"prefix":"10.1177","volume":"30","author":[{"given":"Ryan","family":"Goei","sequence":"first","affiliation":[]},{"given":"Lisa L. Massi","family":"Lindsey","sequence":"additional","affiliation":[]},{"given":"Franklin J.","family":"Boster","sequence":"additional","affiliation":[{"name":"Department of Communication at Michigan State University"}]},{"given":"Paul D.","family":"Skalski","sequence":"additional","affiliation":[]},{"given":"Jonathan M.","family":"Bowman","sequence":"additional","affiliation":[]}],"member":"179","published-online":{"date-parts":[[2003,4,1]]},"reference":[{"key":"atypb1","doi-asserted-by":"publisher","DOI":"10.1177\/009365094021002001"},{"key":"atypb2","doi-asserted-by":"publisher","DOI":"10.1080\/03637750128074"},{"key":"atypb3","doi-asserted-by":"publisher","DOI":"10.1177\/009365095022004005"},{"key":"atypb4","unstructured":"Brewer, M.(2000). Research design and issues of validity. In H. T. Reis & C. M. Judd (Eds.), Handbook of research methods in social and personality psychology (pp. 3-16). 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