Various theories have been proposed to account for reciprocity behavior in social exchange. It is generally accepted that those who have treated us well should be rewarded and those who treated us poorly should be punished. This study seeks to examine level of reciprocity, gender difference and self construal as predictors of reciprocal consumer behavior. 2(level of reciprocity: high level reciprocity/ low level reciprocity)  2(receiver's gender: men/women)  2(self construal: independent/ dependent) between subjects ANOVA demonstrated supports for our predictions. We found that interaction effects between level of reciprocity, gender difference and self construal. Finally, we addressed theoretical and practical implications of this study and discussed about the limitations and future research directions.