Why do stores give free samples?
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The Trick: What's the point of a free sample in a store?
You feel a small obligation to give back. Reciprocity: a gift, even a tiny one, makes people more likely to buy. Source: Wikipedia – Reciprocity (social psychology)
Why It Works: Why does such a small gift work?
The urge to repay is deep and automatic. The norm of returning favors is found across cultures, so it fires without thinking. Source: Wikipedia – Norm of reciprocity
How to Spot It: Where else does reciprocity show up?
Free mints with the bill, "free" consultations, gifts in charity mail. Studies of mints with restaurant bills found tips went up. A gift before the ask is the pattern. Source: Wikipedia – Reciprocity (social psychology)