The Rule of Reciprocity It’s not altruism that prompts companies like American Eagle to give away “free” t-shirts, water bottles, and product samples to college students. Many companies employ student marketing representatives to host promotional events on campus, hoping to inspire brand loyalty among college students. 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.
Jeremy M. Lange/Redux