Robert Cialdini’s book “Influence, The Psychology of Persuasion” expounds on the concept of Reciprocation. This book is a must read for anyone starting any business that involves customer interaction.
“For the first time in evolutionary history, one individual could give away a variety of resources without actually giving it away. The result was the lowering of natural inhibitions against transactions that must be began...trade became possible, bringing immense benefit to societies.”
Tasting, free samples, giveaways, and customer appreciation days create an obligation on the part of the receiver to reciprocate. Even though the receiver did not seek out a gift, favor or free sample, having consumed it, the obligation is created for the receiver to make a purchase, sometime a very large purchase relative to the free sample given. Offer someone a free coffee and they will feel obligated to purchase a bagel, muffin or even an entire lunch.
The reason this tactic works so well is that human beings hate being indebted. They are much more comfortable with a clean slate. If you buy someone a dessert with their meal, they will return that much quicker to buy something to erase that sense of indebtedness about the free dessert. Buy someone a drink and they will feel like they have have to make additional purchases or tell someone about your place. The sense of indebtedness is very real and the effects are very tangible.
Restaurateurs use free samples to create awareness for their product, they receive the added benefit of creating an obligation on the part of the guest to reciprocate.
