Other people
Reciprocity
Receiving something makes people want to give back.
Well supportedSeveral studies or meta-analyses point the same way.
Example
After a free sample, walking away empty-handed feels awkward.
Why it works
Participants who received a soft drink from a stranger later bought more raffle tickets from him. In restaurants, adding candy to the bill increased tips.
On the web
Give something genuinely useful before asking for sign-up: a free result, template, or calculator whose value is clear on receipt.
When it backfires
Demanding something right after a gift makes it look like a trade. If a download requires contact details, say so first.
Sources
Participants given a soft drink bought more raffle tickets from the giver.
Regan, D. T. (1971). Effects of a favor and liking on compliance. Journal of Experimental Social Psychology, 7(6), 627-639. Open source
Giving candy with the check increased tips compared with no candy.
Strohmetz, D. B., Rind, B., Fisher, R., & Lynn, M. (2002). Sweetening the till: The use of candy to increase restaurant tipping. Journal of Applied Social Psychology, 32(2), 300-309. Open source
Connect with the classics
These links are editorial readings, not research findings. Check the original meaning on each classics page.
以德報德。Repay kindness with kindness. It is reciprocity in four characters.
The Analects Xian Wen: evaluating conduct and restraint →