This has just been demonstrated by a study

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Which has concluded that cheap meals have a direct relationship with doctors prescribing certain medications. It is not a conscious effect or a rational decision, but rather they simply liked the detail of being invited to pizza or whatever (these are sponsored meals served to doctors) and they have generated mechanisms of reciprocity.

What is at stake here? As explained , the key is in the dynamic that is established. Reciprocity works like a kind of chain of favors. When someone does something for someone else before, that other person all is malaysian telegram ends up returning the favor, although it does not have to be an equivalent favor. Thus, the fact that brands have given free food to doctors is seen as a favor that they have done and that makes them end up, unconsciously, returning the favor. The brands have spent relatively little money to get a much higher return.

How to use it at consumer level
Brands therefore have a very powerful ace up their sleeve, but one that they have to use carefully. They have to be clear that it is not going to be an equivalent exchange and above all that it should not be seen as a cause-effect relationship. In other words, it is not enough to give something to consumers by assuming that they are doing something and forcing them to do it. This creates a completely different dynamic.

In order to create a reciprocal relationship, brands have to give away free things or services without actually asking for anything in return. In other words, it has to be given without conditions. For example, offering a free product or letting the consumer watch a few videos online without forcing them to do anything associated with it. The brand has to be doing the consumer a favor and one without conditions, which will make the consumer feel connected to the brand and will start reciprocity.