TY  - JOUR
AB  - 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.
VL  - 5
IS  - 1
SN  - 1935-5181
DO  - 10.1108/19355181199000006
UR  - https://doi.org/10.1108/19355181199000006
AU  - Friedman Hershey H.
AU  - Herskovitz Paul J.
PY  - 1990
Y1  - 1990/01/01
TI  - The Effect of a Gift‐Upon‐Entry on Sales: Reciprocity in a Retailing Context
T2  - American Journal of Business
PB  - MCB UP Ltd
SP  - 49
EP  - 50
Y2  - 2024/09/21
ER  -