The principle of reciprocity means that when someone gives us something we feel compelled to give something back in return. Have you ever gone to Costco ended up with an unplanned sausage purchase in your cart because you felt a nagging obligation to buy because you tried a free sample? Well, that was the principle of reciprocity in action.
Of course, online retailers can’t personally visit the house of each person who interacts with them to shove a sample in their hand. So how can you make reciprocity work for you?
Free Gift With Purchase
You might not be able to offer something in advance, but you can definitely offer something alongside. This tactic is a favorite of cosmetic and beauty products as demonstrated below by Ultra Beauty.