How brands can use reciprocity in marketing strategy. The principle of reciprocity comes into play when customers are ready to interact with your brand or product but not quite ready to make a purchase. The reciprocity principle is based on our drive to give back to those who give to us. We generally seek to reciprocate acts of goodwill, often giving back more than we initially received.

Marketers leverage the principle of reciprocity when they give customers an initial offering of their good or service. Often, receiving a product for free or for a low cost allows the customer to rationalize subsequent purchases of that brand or service. Whether it’s “free samples”, “free trials” or “kids eat free,” the principle of reciprocity can have a big impact on your customers’ decision to make a purchase.

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