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āGive First, Gain Later: How the Reciprocity Norm Converts Kindness into Commerceā The Reciprocity Norm is a social rule where people feel obligated to return a favor. In business, itās a subtle but effective way to build goodwill and drive action. When a brand gives something firstālike a free sample, helpful content, or a surprise discountācustomers often feel a subconscious urge to give back by making a purchase or sharing positive feedback. This is why āfree trials,ā āgift with purchase,ā or āfree resourcesā work so well. It builds trust and initiates a relationship. When customers feel theyāve been given value, theyāre more likely to respond with loyalty or a sale.
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