The Rule of Reciprocity It’s not altruism that prompted Procter and Gamble to give away free Scope mouthwash at the VOODOO music festival in New Orleans. Many companies employ young marketing representatives, often college students, to host promotional events at music festivals, on campus, or wherever young people congregate, hoping to inspire brand loyalty. American businesses spend an estimated $20 billion a year on promotional products, hoping that the “rule of reciprocity” will make recipients feel obligated to respond by purchasing their brands in the future.
Cheryl Gerber/Invision for SCOPE Mouthwash/AP Images