You are visiting a bar where you order a beer. After a little while you receive your beer and you are happy to see that you get something in addition: some peanuts. “That is a nice little attention,” you think. (In fact, people experienced in sales know that you have to give always something extra, you should try to exceed the customer’s expectation). And so you drink your beer. You digest some of the peanuts and you order another beer. You are thirstier than you thought you were. “Why would that be?” you question.

Incentives are those — sometimes small — presents that you receive when you are to do something. When you visit a caf

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