Reciprocity is the pressure to give something back after someone gives to you. The pull is social, not logical. You may not have asked for the gift, but walking away can feel like you let that person down, or failed as a member of the group. That feeling is old and strong. It is one of the ways people keep cooperation going. Marketers use it on purpose. A free sample, a trial, a “this one’s on us,” or a helpful video often comes before the real ask: buy, subscribe, or hand over a card.

In a 1971 study, people who were handed an unsolicited soda later bought about twice as many raffle tickets from the same person, even when they did not like him. The first gift can be cheap. What they want back is often much larger.

Click Here for our lesson on Consumer Psychology and Persuasion in Marketing