<ul><li>The Reciprocity Principle is based on the idea that when someone gives you something, you feel obligated to give something back.</li><li>In marketing, this principle is applied when a company provides something of value for free, and in return, expects the recipient to provide their contact details or attention.</li><li>A common example is when a marketer offers a free white paper in exchange for the recipient's name and email address.</li><li>Small gestures, such as offering candy or personalized gestures, can significantly influence customer behavior and increase engagement.</li></ul>

Marketing Behavioural Science: The Reciprocity Principle (give to get)

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