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The consumerism pattern of reciprocity refers to the idea that people are more likely to give something in return when they receive something first, whether it’s a favor, a gift, or even a positive interaction.
In consumerism, businesses often use this principle to encourage customers to make purchases, engage with brands, and build loyalty.
For example, companies might offer free samples, discounts, or personalized services as a way to "give" to consumers first, creating a sense of obligation in the consumer to reciprocate by making a purchase or taking other actions beneficial to the business. Think streaming subscription's free trials. This principle is grounded in the social norm of reciprocity, where individuals feel a psychological need to return favors or kindness.
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