The Effect of a Gift-Upon-Entry on Sales: Reciprocity in a Retailing Context

Hershey H. Friedman · Paul J. Herskovitz

18 citations0/0 files storedMid-American Journal of Business

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Consumer Market Behavior and Pricing Consumer Retail Behavior Studies Psychology of Social Influence

Abstract

The purpose of the present study was to determine whether providing shoppers with a gift upon entering a store would result in an increase in sales. An experiment was conducted in a pharmacy and a total of 200 subjects were used. The results showed that shoppers given a key chain and thanked for patronizing the store spent significantly more than a control group of shoppers who were not given any gift upon entry ($10.76 vs. $9.21). The results of this study are explained by reference to the literature on reciprocity and gift-giving.

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1960The Norm of Reciprocity: A Preliminary Statement 1983Gift Giving in Anthropological Perspective 1967The Social Psychology of the Gift 2018The Gift Relationship 2021Editor's Desk 1971Premiums. Forgotten by Theory

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2013The role of interfirm reciprocity norm and agent's conscientiousness in supply contract adjustment decision 2011Gifts-Upon-Entry and Appreciatory Comments: Reciprocity Effects in Retailing

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