August 2022
Beginner
288 pages
8h 15m
English
Content preview from Using Behavioral Science in Marketing
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The reciprocity principle and the marketing value of give to get
People like to get things, particularly things for free. But behavioral scientists have found that once they receive them, they feel indebted to the giver and obliged to return the favor—even if they never asked for the gift in the first place. Marketers can tap into this hardwired desire to reciprocate, and use it to get more than they gave.
If you had to boil down the purpose of your marketing to a single, simple verb, what would that verb be?
From time to time, I’ve asked colleagues of mine this same question and have received what I consider to be some very practical, very perceptive answers. They have included words such as respond, reply, buy, enroll, activate, sell, ...
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