Cialdini raamat
Unbelievable! We've never seen such excitement. Product is moving at an unbeliev-
able rate, and we've onlY just begun . ... Local distributors took the BUGS, and
_ Chapter 2 RECIPROCATION
we've had an unbelievable increase in sales {from Illinois distributor]. The most
fantastic retail idea we've ever had! ... On the average, customers purchased about
half the total amount of the BUG when it is picked up.... In one word, tremen-
dous! We've never seen a response within our entire organization like this [from
Massachusetts distributor].
The Amway distributors appear to be bewildered-happily so, but nonetheless be-
wildered-by the startling power of the BUG. Of course, by now you and I should
not be.
The reciprocity rule governs many situations of a purely interpersonal nature
where neither money nor commercial exchange is at issue. Perhaps my favorite il-
annaabi.ee 
