“He that has once done you a kindness will be more ready to do you another, than he whom you yourself have obliged.”

— Benjamin Franklin

Franklin himself calls this an "old maxim" when he repeats it at page 48 http://www.ushistory.org/franklin/autobiography/page48.htm of his autobiography.
Franklin's recognition of this effect caused it to be named after him. Wikipedia, Ben Franklin Effect https://en.wikipedia.org/wiki/Ben_Franklin_effect.
Misattributed

Adopted from Wikiquote. Last update June 3, 2021. History

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American author, printer, political theorist, politician, p… 1706–1790

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