Gifts

Gifts (Reciprocal obligations)

"Wining, dinning, pocket lining!"
- annonymous

"The concept of reciprocity - "You scratch my back, and I'll scratch your back"… There is nothing illegal about it as long as no coercion is involved."
- Pederson, Wright, Weitz (1984)

"Some of these ads [that offer "free" samples] seem altruistic. But they are based on a knowledge of human nature. The writers know how people are lead to buy."
- Hopkins (1923)

"Gifts
One of the most frequent and easiest ways to create a relationship is by the giving of gifts. Recent guidelines have diminished the allowable size of gifts but not the frequency with which they are given. Chren and colleagues have elegantly outlined the concept that the acceptance of a gift of any size establishes a relationship with attendant obligations. Whether the gift is something with a high intrinsic value, such as a book or a stethoscope, or something of low cost, such as the ubiquitous pens, notepads, and gadgets, we are culturally programmed to give a "gift" in return. Our response to this obligation is generally to listen to the message that invariably accompanies the gift.

It may be likely, though, that we not only listen but also process the information, while unconsciously attaching the emotion of indebtedness to the message. This is the goal of advertising, as discussed earlier-to achieve an emotional response. Although we may not act on this feeling, the subconscious tension created by the gift giving-pitting our altruistic concern for our patients versus innate self-interest-serves to cement the message into our minds...

Food, whether in the form of a meal at an elegant restaurant or just a box of pastry brought to the office, is the most commonly used technique to derail the judgment aspect of decision making. A fine meal, in addition to being a gift increases the receptivity of an audience to a message. A study of persuasive messages has shown that one is more likely to accept a new idea while eating."
- Shaughnessy et al (1994)

"It is therefore against our policy to accept from any company or representative of a supplier with whom we do business any gifts of value, including cash, merchandise, gift certificates, weekend or vacation trips. This means, of course, returning any such gifts which may be delivered to your home or office."
- Robert Townsend, President, Avis (1970) quoted by Pederson, Wright, Weitz (1984)

MSD understands that the receipt of gifts from third parties may harm a primary relationship. Consequently:

"The honesty and integrity of professional representatives must not be compromised. They may not, therefore, accept compensation of any kind from any party other than Merck Sharp & Dohme for the distribution and sale of pharmaceutical products."
By contrast:
"Scientific or medical educational materials supplied by Merck Sharp & Dohme may be given to health professionals…" and "Samples and complimentary packages of prescription products may be distributed in reasonable quantities to physicians authorized to prescribe drugs."
- From Statement of personal responsibility of MSD professional representatives, 1976. quoted by Pederson, Wright, Weitz (1984)

"Bribery is not only poor ethics, it can also be bad business. Lavish spending on food, drink and entertainment is a poor substitute for high-quality selling. Sales won this way are usually short-lived. Salespeople who are known as "easy marks" may be blackmailed [or subjected to extortion] before given orders. Customers who can be bribed are likely to switch their business when a better offer comes up. In a specific situation, salespeople might use this guideline: When in doubt, don't provide it."

- Pederson, Wright, Weitz (1984)