Influence

Various types of organizations have learned to employ the power of a small gift to spur actions that would have been otherwise withheld. Survey researchers have discovered that sending a monetary gift (e.g., a silver dollar or a $5 check) in an envelope with a mailed questionnaire greatly increases survey completion rates, compared to offering the same monetary amount as an after-the-fact reward. Indeed, one study showed that mailing a $5 “gift” check along with an insurance survey was twice as effective as offering a $50 payment for sending back a completed survey. Similarly, food servers have learned that simply giving customers a candy or mint along with their bill significantly increases tips; a

Rather than doing what I’d been taught to do all my life and dismissing the favor—falsely—as too trivial to worry about (I really did prefer the aisle seat), I said, “Oh, I’m sure you’d do the same for me.” He assured me I was right.

Rather than doing what I’d been taught to do all my life and dismissing the favor—falsely—as too trivial to worry about (I really did prefer the aisle seat), I said, “Oh, I’m sure you’d do the same for me.” He assured me I was right.

Martin, Goldstein, & Cialdini (2014) for a description of fifty small things that make a big impact on human behavior.

Even though the retail value of the yogurt equaled that of the key ring, it increased food purchased much more, to 24 percent. Why? Because visitors entered with a need for food, and matching the gift to the need made the difference.

Despite the impressive force the rule of reciprocation commands, there is a set of conditions that magnifies that force even more: when the first gift is customized, and thereby personalized, to the recipient’s current needs or preferences.

course, by now you and I know that the customer who has accepted and used the BUG products has been trapped by the reciprocity rule.

As a marketing technique, the free sample has a long and effective history. In most instances, a small amount of the relevant product is given to potential customers to see if they like it. Certainly this is a legitimate desire of the manufacturer—to expose the public to the qualities of the product. The beauty of the free sample, however, is that it is also a gift and, as such, can engage the reciprocity rule. In true jujitsu fashion, a promoter who provides free samples can release the natural indebting force inherent in a gift, while innocently appearing to have only the intention to inform.

I also thought that if I were to give advice to someone who’d just received thanks for a meaningful favor, I’d warn against minimizing the favor in all-too-common language that disengages the influence of the rule of reciprocation: “No big deal.” “Don’t think a thing about it.” “I would have done it for anybody.” Instead, I’d recommend retaining that (earned) influence by saying something such as, “Listen, if our positions were ever reversed, I know you’d do the same for me.” The benefits should be considerable.3

Martin, Goldstein, & Cialdini (2014) for a description of fifty small things that make a big impact on human behavior.