Gifts-Upon-Entry and Appreciatory Comments: Reciprocity Effects in Retailing

Abstract

An experiment was conducted in a restaurant to determine the effects of a small gift upon entry and greeting customers with a thank you for their patronage. Two types of gifts were used: a cup of yogurt and an inexpensive key chain. The authors found that providing a gift upon entry into a store had an impact on how much was spent, on the performance rating, and on how strongly the establishment would be recommended. This study did not find any differences between gifts: a gift of a cup of yogurt had the same impact as a key chain. The difference in amount spent between the group that was not greeted or given a gift and the group that was greeted and given a cup of yogurt was 46.4%, a considerable amount. The authors conclude that retailers should greet customers who enter their stores and, if possible, provide a small gift.

How to motivate opinion leaders to spread e-WoM on social media: monetary vs non-monetary incentives

“…Since individuals are generally unaware of the bias a gift generates, they do not take steps to correct for it (Dana and Loewenstein, 2003). This finding is consistent with previous marketing studies that have shown how gifts affect behaviour (Friedman and Rahman, 2011).…”

“…A similar phenomenon has been reported in the marketing literature. Friedman and Rahman (2011) demonstrated that giving a gift to consumers who entered a shop increased their spending considerably, leading them to rate the store higher on performance and triggering a greater intention to recommend it. Similar reasoning may be applied to opinion leaders.…”

Persuasion Wars as a Useful Tool for Teaching Social Influence: A Replication With Direct Measure of Pedagogical Effectiveness

“…During these exercises, students worked in groups of four to analyze one randomly assigned scientific article that presented experimental studies in psychology that focused on a social influence theoretical concept, respectively, covered in Persuasion Wars. Scientific articles were chosen respectively to seminar topic (i.e., №1 persuasion models—Chaiken & Maheswaran, 1994; Nairn & Fine, 2008; Petty et al, 1981; Zhang et al, 2014; №2 reciprocity and commitment and consistency–—Cialdini et al, 1978; Friedman & Rahman, 2011; Guéguen & Pascual, 2014; Strohmetz et al, 2002; №3 scarcity and social proof—Brannon & Brock, 2001; Goldstein et al, 2008; Milgram et al, 1969; Worchel et al, 1975; and №4 liking and authority—Bickman, 1974; Goodman-Delahunty et al, 2014; Milgram, 1963; Seiter & Dutson, 2007). The given task instructed students (see OSF page for an example of an instruction script) to analyze the experiments presented in the article from the perspective of their advantages and limitations.…”

Geven om geld

“…Dát is de macht van de loyaliteitsgift. Kwantitatieve studies op het gebied van marketing en consumentenpsychologie tonen die macht in veldexperimenten aan: geef een klein cadeautje aan consumenten als ze een winkel binnenstappen, en de kans is groot dat ze bij het verlaten van de winkel meer geld hebben uitgegeven (Friedman en Rahman 2011).…”