Cialdini raamat
Many such cus-
tomers yield to a sense of obligation to order the products that they have tried and
partially consumed-and, of course, by now the Amway Corporation knows that to
be the case. Even in a company with as excellent a growth record as Amway, the
BUG device has created a big stir. Reports by state distributors to the parent com-
pany record a remarkable effect:
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
annaabi.ee 
