Tit for tat in the face of death: The effect of mortality salience on reciprocal behavior

► People under mortality salience strive to live up to cultural norms. ► It is indicated that mortality salience increases following the norm of reciprocity. ► In Study 1, a favor of a server led to higher tip after making mortality salient. ► In Study 2, valuing retaliation led to harsher punishment under mortality salience. ► Results show that the norm of reciprocity is an important element of people's worldview.