| e indebted we feel, the more motivated we are to | | | | obligation to buy or even pretend they're interested in |
| eliminate the debt. Pre-giving makes us feel like we | | | | the products anymore. Still, the technique works, so |
| have to return the favor. Greenburg said this feeling of | | | | much so that it has been expanded to furniture and |
| discomfort is created because the favor threatens our | | | | audio/video stores, which offer free pizza, hot dogs, |
| independence. An interesting report from the Disabled | | | | and soft drinks to get you into the store and create |
| American Veterans Organization revealed that their | | | | instant obligation. |
| usual 18 percent donation response rate nearly doubled | | | | In the early 1980s, the Hare Krishna movement |
| when the mailing included a small, free gift. | | | | encountered difficulty in raising funds through their |
| The Law of Obligation also presents itself in the | | | | traditional means. The rebellion of the 1960s had given |
| following situations: | | | | way to the more conservative 1980s, and the Hare |
| * Taking a potential client out to dinner or to play golf | | | | Krishna members were now considered almost an |
| * Offering free tire rotation or fluid fill-up between | | | | affliction to society. To counteract negative public |
| services | | | | opinion, they developed a new approach that utilized |
| * Someone washing your car windows at a stoplight | | | | the Law of Obligation. Their new fundraising strategy |
| whether you want them to or not | | | | worked because it prompted a sense of obligation that |
| * Generating money at "free" car washes by asking | | | | outweighed the dislike or negativity felt toward the |
| for a donation after the service is rendered | | | | Hare Krishna movement. |
| * A carpet cleaner offering to clean your couch for | | | | The new strategy still involved solicitation in crowded, |
| free | | | | public places, but now, instead of just directly asking for |
| A film-developing company thrived on the Law of | | | | a donation, the potential donor was first given a free |
| Obligation. They would send a roll of film in the mail | | | | gift--a flower. If someone tried to turn it down, the |
| along with a letter explaining that the film was a free | | | | Krishna follower would, under no circumstances, take it |
| gift. The letter then outlined how the recipient should | | | | back. The Krishna gift-giver might say, "Sir, this is a |
| return the film to their company to be processed. Even | | | | free gift for you to keep, and we welcome donations." |
| though a number of local stores could process the film | | | | Often the gifts just ended up in the trash cans, but |
| at a far lower price, most people ended up sending it | | | | overall, the strategy worked. In most cases, even |
| to the company that had sent them the film. The | | | | individuals who ended up throwing the gifts away |
| technique worked because the company's "pre-giving" | | | | donated something. Although lots of people were |
| incurred a sense of obligation to repay the favor. We | | | | extremely annoyed by the high-pressure gift giving, |
| often see this method at work when companies give | | | | their sense of obligation to reciprocate was too strong |
| out complimentary calendars, business pens, T-shirts, | | | | to ignore. |
| or mugs. | | | | Another study found that survey takers could increase |
| In a local clothing store, the sales staff are trained to | | | | physician response to a long questionnaire if they paid |
| ask customers whether they want to have their suit | | | | the physicians first. When a $20 check was sent along |
| jackets pressed at no charge while they are shopping. | | | | with the questionnaire, 78 percent of the physicians |
| Of course, hardly anyone ever refuses. While they | | | | filled it out and sent it back. When the $20 check was |
| wait on their jackets, they naturally have to spend | | | | promised to arrive after the questionnaire was |
| more time in the store, whereby they occupy | | | | completed and sent in, only 66 percent followed |
| themselves by checking out all the merchandise. | | | | through. The pre-giving incentive increased the sense |
| Because the store is pressing their jackets, the | | | | of obligation. Another interesting result of the study |
| customers feel more indebted to buy. Moreover, when | | | | was this: Of the physicians who received the $20 |
| they do decide to buy something, they are more likely | | | | check in the initial mailing but did not fill out the |
| to buy it from the salesperson who pressed their | | | | questionnaire, only 26 percent cashed the check. Of |
| jacket. | | | | the physicians receiving the $20 check who did fill out |
| The same principle applies when you go to the | | | | the questionnaire, 95 percent cashed the check! This |
| grocery store and see those alluring sample tables. It is | | | | demonstrates that the Law of Obligation works |
| hard to take a free sample and then walk away | | | | conversely, as well. The fact that many of the |
| without at least pretending to be interested in the | | | | physicians who did not fill out the questionnaire also did |
| product. Some individuals, as a means of assuaging | | | | not cash their checks may be interpreted as a sign of |
| their indebtedness, have learned to take the sample | | | | their psychological and emotional discomfort at |
| and walk off without making eye contact. Some have | | | | accepting a favor that they were not going to return. |
| taken so many samples, they no longer feel an | | | | |