Direct and indirect reciprocity are two fundamental mechanisms that promote prosocial behavior within groups and across societies. Here, we review recent work that illustrates how a (direct and indirect) reciprocity framework can illuminate our understanding of several factors related to prosocial behavior - namely group membership, gossip, and third-party punishment. We propose that each of these factors can promote prosocial behavior via proximate psychological mechanisms related to direct and indirect reciprocity: reputational concern, expectations, and anticipation of future interaction. Finally, we discuss the implications of adopting such a framework and highlight a number of avenues for future research.