Reluctance in giving people the recognition they deserve comes from a fear of being rejected, and lack of preparation with recognizing people, and not having the proper mindset or the skills to give recognition. Resistance is normal and to be expected. 

If you have reluctance to recognize well deserving peers and staff, you might procrastinate and put off sending an ecard or calling them up to praise them. You might repeatedly over-prepare, such that what you should say or what you should write to express recognition doesn’t happen, and you put it off.

You may second guess yourself and anticipate how you think the recipient will react and respond to the recognition you give them. 

If you continue to ignore your reluctance to recognize those around you, and those who report to you, you could see employee performance bottom out and potentially see staff leave to go work where they will feel better appreciated.