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Corporations and individuals contribute to political campaigns for judicial and
legislative officials with the expectation of a quid pro quo. One skeptic might
look at the bald-faced admission of Charles H. Keating, Jr., who was later
convicted on multiple counts of fraud in the savings and loan disaster. Local
political organizations have learned that the principal way to keep their
candidates in office is to provide a wide range of little favors to the voters.
Ordinary citizens are not alone in trading political support for small personal
favors.

The power of reciprocity can be found in the merchandising field as well, and
the free sample is a good example. The promoter can release the natural
indebting force inherent in a gift while innocently appearing to have only the
intention to inform. Free samples are frequently provided at the supermarket,
where customers often buy some of the product even if they might not have
liked it especially well.
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The Amway Corporation uses the free-sample tactic to sell household and
personal-care products by leaving a BUG at the customer's door for 24, 48, or
72 hours. At the end of the trial period, the salesperson returns and picks up
orders for those of the products the customer wishes to purchase.

The reciprocity rule applies to customers who have tried and partially consumed
products from the salesperson. The Amway Corporation knows this and has
created a big stir with the BUG device.
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The reciprocity rule governs many situations of a purely interpersonal nature
where neither money nor commercial exchange is at issue. A German soldier
during World War I captured enemy soldiers for interrogation using the
reciprocity weapon of influence. The German expert of our account surprised a
lone enemy soldier in his trench and took him captive. The frightened captive
performed the most important act of his life and gave his enemy some of the
bread.

Diane Louie, an inhabitant of Jonestown, Guyana, refused to accept special
favors from Jim Jones when she was ill, and made her way out of the town and
into the jungle.