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INFLUENCE: The Psychology of Persuasion - Commented Book

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CHAPTER

The Power of Reciprocity in the Marketing Field

The power of reciprocity can be found in the merchandising field as well. The free sample has a long and effective history, writes John Sutter. A different version of the free sample tactic is used by the amway corporation. Many such customers yield to a sense of obligation to order those of the sales persons that they have partially consumed.

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