The proven, often unconscious, influence of small gifts.

Many studies have shown that even small gifts influence the recipient. Gifts work as a marketing tool by exploiting psychological and social responses that have been well described by the social sciences. Social science explains why, counterintuitively, a small gift has the potential to influence the recipient more than a large one, specifically because the recipient is unaware of its influence. Exposure to promotional items (pens, logos) also influences attitudes. Understanding marketing techniques and their psychological basis helps us resist being influenced. The regulations in force do not take sufficient account of the potential of corporate gifts to influence healthcare professionals.