How the Ben Franklin Effect Makes Us More Likeable

Melissa Hughes
Jan 4
4 min read

As extraordinary as the human brain is, it has a particular talent for self-deception. We like to believe our thoughts shape our words, our words shape our actions, and our actions eventually crystallize into habits and values. That story feels neat and rational.

The truth is messier—and far more interesting.

One of the brain’s most impressive tricks is its ability to quietly revise reality to match what we’ve already done. Rather than admit inconsistency, the mind often changes the story. Feelings bend.

Beliefs shift.

Perceptions quietly realign.

A classic example? We tend to like people more after we do them a favor.

On the surface, that makes no sense. We assume we help people because we like them. But the brain doesn’t like loose ends, and when behavior and belief don’t line up, it works fast to close the gap.

What is The Ben Franklin Effect?

You ask a favor of someone who isn’t particularly fond of you.They agree to help.Their brain immediately looks for a reason.“Why would I do something nice for this person?”The easiest explanation? I must like them.

That subtle reframing has a powerful influence and we have Ben Franklin to thank for it.

The Book That Changed Everything

Benjamin Franklin (1706–1790) is best remembered for his scientific ingenuity—bifocals, the lightning rod, swim fins—but science was only one lane of his brilliance. He was also a printer, publisher, diplomat, entrepreneur, and master of human psychology long before the term existed.

Despite having only two years of formal education, Franklin built an empire.

After arriving in Philadelphia at age 17 with little money, he went on to found a printing business, publish Poor Richard’s Almanack, establish the first public lending library, help create the first non-religious college, and launch what became the nation’s first newspaper. He later entered politics, using his skills to record, print, and distribute public records—including the state’s paper currency.

During a campaign for his second term as clerk of the General Assembly, Franklin found himself publicly criticized by a political rival. For a man accustomed to respect, this didn’t sit well.

So he did something unexpected.

Instead of retaliating, Franklin wrote to the man and asked to borrow a rare book from his personal library. Flattered, the rival obliged. Franklin returned the book promptly with a gracious thank-you note. From that moment on, the relationship changed.

As Franklin later wrote:

“When we next met in the House, he spoke to me (which he had never done before), and with great civility; and he ever after manifested a readiness to serve me on all occasions, so that we became great friends, and our friendship continued to his death.”

A former critic became a lifelong ally—because Franklin asked for a favor.

What the Brain Is Really Doing

The Ben Franklin Effect is rooted in cognitive dissonance—the mental tension that arises when our actions and beliefs don’t align. When we do something kind for someone we don’t especially like (and receive no obvious reward), the brain faces a problem.

Rather than conclude, “I helped someone I don’t like for no good reason,” it adjusts the easier variable: perception.

I must like them after all.

This isn’t conscious manipulation. It’s the brain protecting its sense of internal coherence.

When behavior leads, belief often follows.

What the Research Shows

This effect has been demonstrated repeatedly. In a classic 1969 study by Jecker and Landy, students who had won money in a competition were later asked to return it. When the request came directly from the researcher, participants reported liking him more. When the request came through an intermediary, they liked him the least. Doing a favor—especially when asked directly—changed perception.

A more recent 2014 study produced similar results. Participants worked on puzzles with a partner who was secretly part of the research team. When the partner asked for help, those who provided it later reported warmer feelings toward that person than participants who were never asked. The act of helping reshaped the relationship.

A Word of Caution

Research aside, the Ben Franklin effect has its limitations. Benjamin Franklin had an excellent reputation, and the rivalry with his foe was purely professional. Both of them saw the benefit from each other’s friendship. In addition, Benjamin Franklin was a book collector, and was known for his literary prowess. He asked for something that made sense—borrowing a book from a known bibliophile—rather than something random or intrusive. The favor was small, flattering, and well-timed.

The Ben Franklin Effect isn’t magic, and this isn’t a license to ask strangers for favors indiscriminately. But the underlying principle holds: asking for help creates connection. It invites interaction.

It opens the door to shared understanding and mutual benefit.

Influence isn’t about manipulation—it’s about knowing how the brain works and approaching people in ways that align with human psychology. Sometimes, the fastest way to build goodwill isn’t by doing more for others—but by giving them the chance to do something meaningful for you.