Customers at any refurbrite repair center see a framed statement prominently displayed near the front door. the plaque describes the company's fundamental purposes. in part, it states that "all refurbrite repair centers operate under the belief that every customer deserves good quality parts, fast and dependable service, and a fair price." the words on this plaque reflect the of refurbrite.

After 20 minutes of waiting outside the baggage claim area for your friend to pick you up, you decide to go inside the airport terminal and phone her. standing a short distance from you is a kind-looking older woman. "would you mind watching my luggage so i can go make a quick phone call? " you ask politely. "i'd be happy to watch it for you," she replies, "my ride is not coming for another half-hour." when you return less than five minutes later, the old lady and your luggage (including your laptop) are gone. this example illustrates one of the problems associated with: ethnocentrism. the "feel good, do good" effect. the rule of reciprocity. an implicit personality theory.