Namely the fear of owing other people, or institutions, a favor, or maybe just the possible perception of such?:
The researchers believe reciprocity anxiety is likely to be greater the bigger a favour and the more public its receipt. They think it’s a trait that companies should take an interest in – while loyalty schemes, vouchers and other freebies have obvious appeal to many customers, results from two initial studies suggested that these marketing strategies are actually likely to deter others…
In a follow-up study, volunteers imagined a shop attendant offering them a free drink and plate full of snacks. Afterwards, high scorers in reciprocity anxiety scored lower for customer satisfaction and they said they would be less willing to visit the store again and less willing to spread a good word about the shop.
“Reciprocity works to establish a psychological bond” between customer and firm, the researchers said, but the discomfort it causes can backfire among those high in reciprocity anxiety, especially if they feel the benefits reflect badly on them or that they will struggle to reciprocate (around 18 per cent of people tested in these new studies scored highly in the trait; age and gender were unrelated).
…I wonder how it might impact the ways that people manage their friendships and other relationships – perhaps high scorers in reciprocity anxiety are inclined to turn down invitations, seek help or receive other friendly favours, putting them at risk of loneliness and isolation.