a time. In one run, the teachers would offer encouragement when the learner got the patterns correct. In the other run of the experiment, the teacher insulted and criticized the learner when they erred. Afterward, the teachers filled out a debriefing questionnaire that included questions about how attractive (as a human being, not romantically) and likable the learners were. Across the board, the subjects who received the insults were rated as less attractive than the ones who got encouragement. In short, the subjects' own conduct toward the accomplices shaped their perception of them"You tend to like the people to whom you are kind and dislike the people to whom you are rude." Results were reproduced in a more recent but smaller study by psychologist Yu Niiya with Japanese and American subjects. Effect as an example of cognitive dissonance This perception of Franklin has been cited as an example within cognitive dissonance theory, which says that people change their attitudes or behavior to resolve tensions, or "dissonance", between their thoughts, attitudes, and actions. In the case of the Ben Franklin effect, the dissonance is between the subject's negative attitudes to the other person and the knowledge that they did that person a favor. Alternative explanations Psychologist Yu Niiya attributes the phenomenon to the requestee reciprocating a perceived attempt by the requester to ignite friendly relations. This theory would explain the Ben Franklin effect's absence when an intermediary is used. Uses In the sales field, the Ben Franklin effect can be used to build rapport with a client. Instead of offering to help the potential client, a salesperson can instead ask the potential client for assistance: "For example, ask them to share with you what product benefits they find most compelling, where they think the market is headed, or what products may be of interest several years from now. This pure favor, left unrepaid, can build likability that will enhance your ability to earn that client's time and investment in the future." The Benjamin Franklin effect can also be observed in successful mentor-protege relationships. Such relationships, one source points out, "are defined by their fundamental imbalance of knowledge and influence. Attempting to proactively reciprocate favors with a mentor can backfire, as the role reversal and unsolicited assistance may put your mentor in an unexpected, awkward situation". The Ben Franklin effect was cited in Dale Carnegie's bestselling book How to Win Friends and