Reciprocity and the psychology of free

Last Updated on March 22, 2026 by Lord Vincent Van Mendoza

When we receive a gift, do we yield to returning the favor?

— Lord Vincent Van Mendoza (@digitallourd) March 23, 2021

It’s innate among us to give back whenever we receive something that is of high value. Often, I use this psychology principle in marketing. In one of my clients, I gave several recommendations on how she could improve on her marketing strategies. Specifically, I pointed out the things that need some housekeeping from their website. I started enumerating things like cookie banner, pop-ups, testimonials — among others. In other words, I did a FREE site audit for them.

In essence, this is what reciprocity is about.

Have you ever had a FREE taste at one of the product stand at the mall? Later did you realize that you were contributing to #ViralMarketing; that is, you were subconsciously helping in marketing through word of mouth. Perhaps, you could have said, “Hey! You better try product X because it tastes so good!”

This has reference to what Dr. Robert Cialdini introduced in his book, Influence: The Psychology of Persuasion. In this book, the concept of reciprocity is simple — if someone does something for you, you’ll naturally want to do something for them.

Particularly here in Davao city, I have observed that most service providers get a tip from clients when they offer freebies. Not only do they attract more customers — but they also stir the culture of giving back. Personally, I got to receive a tip from my hosting clients (especially wedding clients) when I would tell them that I’m giving them a certain type of service for FREE.

It’s a cliché — but let me say it still: “do unto others what you want others do unto you”.

Reciprocity in marketing

In marketing, there are a number of ways to take advantage of reciprocity. Before asking something of your visitor, provide them with a “gift” first — something for free. You don’t have to spend a fortune to give something away; it can be anything from a branded sweatshirt, to a downloadable cheat sheet, to a free social media post template, to your expertise on a difficult subject matter. Even something as simple as a handwritten note can go a long way in establishing reciprocity.

HubSpot suggests that you have to be sure you’re giving away the free thing before you ask for something in return. Actually, this depends on which principle you adhere to as in my case, I ask first for their contact information. Nonetheless, giving your free first not only will make people be more willing to follow through with your request, but you’ll be portraying your brand in a positive light, establishing brand loyalty, and building a community of brand evangelists.

Types of free

Here are the “free” strategies discussed:

1. Buy One, Get One Free (BOGO)
   When you buy one product and receive the same or a lower-priced product free of cost, it boosts sales and brings in new/potential customers.
2. FREE Trials
   Examples: Netflix, Amazon Prime, etc. They offer a free trial period. It lets consumers try without commitment, and often, many end up paying when the trial ends.
3. *Free* (Terms & Conditions Apply)
   Gated offers—free product in exchange for contact info. There’s a catch or requirement. This leverages commitment: once someone accepts the free offer, they become more likely to spend money on additional things.
4. Freemium
   Basic services are free; premium features cost extra. Widely used by digital marketing tools, platforms like GrooveFunnels and Brizy.Cloud, Bitrix24, etc.
5. Giveaways
   Giving away free products in return for subscription or engagement, especially via social media. Helps increase reach and engage customers/audience. Often used by influencers.

Anything you give for free sure has something in return. Make the most of such an offer.

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Do you need a digital marketing strategist in Davao? Send me an email at [email protected] .