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The Effect of a Gift‐Upon‐Entry on Sales: Reciprocity in a Retailing Context

Hershey H. Friedman (Brooklyn College)
Paul J. Herskovitz (College of Staten Island)

American Journal of Business

ISSN: 1935-5181

Article publication date: 22 April 1990

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Abstract

The purpose of the present study was to determine whether providing shoppers with a gift upon entering a store would result in an increase in sales. An experiment was conducted in a pharmacy and a total of 200 subjects were used. The results showed that shoppers given a key chain and thanked for patronizing the store spent significantly more than a control group of shoppers who were not given any gift upon entry ($10.76 vs. $9.21). The results of this study are explained by reference to the literature on reciprocity and gift‐giving.

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Citation

Friedman, H.H. and Herskovitz, P.J. (1990), "The Effect of a Gift‐Upon‐Entry on Sales: Reciprocity in a Retailing Context", American Journal of Business, Vol. 5 No. 1, pp. 49-50. https://doi.org/10.1108/19355181199000006

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MCB UP Ltd

Copyright © 1990, MCB UP Limited