How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 209

The same principle applies when you go to the grocery store and see those
alluring sample tables. It is hard to take a free sample and then walk away
without at least pretending to be interested in the product. Some
individuals, as a means of assuaging their indebtedness, have learned to
take the sample and walk off without making eye contact. Some have
taken so many samples, they no longer feel an obligation to buy or even
pretend they're interested in the products anymore. Still, the technique
works, so much so that it has been expanded to furniture and audio/video
stores, which offer free pizza, hot dogs, and soft drinks to get you into the
store and create instant obligation.
Pre-giving is effective because it makes us feel like we have to return the
favor. Greenburg said this feeling of is comfort is created because the
favor threatens our independence.[6] The more indebted we feel, the more
motivated we are to eliminate the debt. An interesting report from the
Disabled American Veterans Organization revealed that their usual 18
percent donation response rate nearly doubled when the mailing included
a small, free gift.[7]
A local clothing store offers free pressing as well as free dry cleaning for
suits bought in their store. This creates a sense of obligation among their
customers, who when they next decide to buy another suit are more likely
to buy it from the sto &RF