Customizing a gift or service to align with a recipient’s specific needs or preferences significantly amplifies the power of the rule of reciprocation.

Examples:

• A hotel correcting a service error with personalized assistance creates stronger loyalty than a flawless stay.
• Visitors given a small cup of yogurt (matching their immediate need for food) increased food purchases by 24%, compared to a generic gift like a key ring.

Where does this idea come from?

• The Rule of ReciprocationThe Rule of ReciprocationWe feel compelled to repay what another person has provided us. Examples: * People go to great lengths to avoid being seen as freeloaders. * Small initiating favors can increase compliance, even with those we dislike. Where does this idea come from? * Social norms * Cultural expectations of fairness What's similar to this idea? * No such thing as a free lunch * Give-and-take * The psychology of indebtedness What's opposite of this idea? * Don't-back-down * Self-sufficiency Where does t
• Behavioral psychology

Where does this idea lead to?

• Greater perceived value of gifts and services

Status: #idea
Tags: personalization, reciprocity, behavioral psychology

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References

Influence by Robert B. Cialdini > Chapter 2