embrace the power of reciprocity Marketing is all about behaviour management – encouraging a target market to behave in a preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the first of five thoughts addressing five of the many persuasion […]

embrace the power of reciprocity Marketing is all about behaviour management – encouraging a target market to behave in a preferred manner – for the first or last time, more often, or less often. Persuasion is often central to managing consumer behaviour. This is the first of five thoughts addressing five of the many persuasion tools in the marketer’s toolkit. Some might be obvious, but none is easy to engage effectively. Intuition would suggest that highly paid medical practitioners would not be easily influenced by a lunch, much less a cheap lunch. This serves to highlight the dangers of applying intuition in the absence of data. A study completed in the United States in 2017 examined the purchase behaviour of general practitioners (with an average income of $227,000 per annum) and specialists (with an average income of $500,000 per annum) and the influence that a series of $20.00 lunches can…