The most powerful marketing tool

[Laura Santos]

As Robert Cialdini, author of The Psychology of Influence, writes: “The rule of reciprocal exchange guarantees us a kind of reward for courtesies, gifts, invitations. It is a universal and extremely effective tool for obtaining concessions from the other person. The widespread and vigorously maintained sense of appreciation has played a huge role in human social evolution”.​

In fact, this rather simple rule operates in close connection with a concept such as ‘loyalty’. Arabesco sideral unipessoal lda knows that it costs many times more to attract a new customer than it does to retain an “old” one.

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