Techniques based on reciprocation are also used in advertising. Reciprocity means if you do for me, I will do for you. The two types of reciprocation influence that advertisers may chose to use are the door-in-the-face and the that's-not-all techniques. Both of these techniques are dependant on the reliability of high moral standards because they depend on people taking care of each other.
The door-in-the-face technique is utilized by starting with a big request then retreating to a small request. This works because the person, upon hearing the large request, will generally say no. But the small request will seem more palatable and reasonable. The person hearing the request, or advertisement, will believe then they are doing the advertiser a favor by just complying with the smaller request. The advertiser then seems like a nice person because they have given the consumer a "deal", but in all actuality it may not be a deal at all. I believe this technique is used frequently during the holidays. http://www.dealigg.com/blackfriday-2008.php?store=21&ppage=1. Nowhere in these Walmart ads do they actually tell the consumer how much they are going to save if they were to shop on Black Friday, this begs the question of authenticity. What they do do is tell the customer if they come in on this day they will get there great deals
The thats-not-all technique is used when advertisers use a bonus to get the customer to buy something. Infomercials are a classic example of this technique. Such as, if you buy this now, we will double your order for free. The Tiddy Bear commercial does this at the end. Although the ad is comedic, at the end it says if a person orders now they will get a second bear for free.
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