Reciprocity

Reciprocity can be manipulated in the modern business market. The idea of kickback money and gifts without strings attached is used to pressure people into making purchases that they do not necessarily want to make. When a sales person takes you out to dinner and pays, there is pretty much the expectation that the costumer will there by purchase a product or service from the sales person. Although it is not a direct trade of services or goods, the typical American was raised with the idea that noting comes free and sales people often exploit this concept.
In my line of work, my boss purchases from many sales people and these sales people often bring in doughnuts and pretzels before they come in to pitch a sale. After consuming their "free" gift, my boss will then feel more pressured to buy from the sales person even if their product or service is not as superior as another. Around the holidays there is also a lot of card receiving in our company from all the sales people. The vending machine guy in particular bought my boss a forty dollar gift card to the Texas Road House just as a friendly gesture, but was that all the gift card really meant. Although this is a common practice among smaller corporations, some larger corporations like P&G have taken any of these practices away in order to be as professional as possible.