The Science Behind Why People Love Promotional Products

Promotional products have been used by brands for a long time as tools to create strong emotional connections and drive customer loyalty. But have you ever wondered what makes them so effective? Psychological and marketing research reveals that branded giveaways are able to tap into deep-seated human behaviors, which can help you foster positive relationships with a target audience. From the power of reciprocity to sensory engagement, in this blog we will be exploring the science behind why people love promotional products.

Reciprocity

Gift-giving is effective in marketing largely due to the Reciprocity Principle, which states that people feel compelled to return favors they receive (Forbes). As a fundamental concept in social psychology, this principle can be strategically applied in advertising. By offering branded gifts, businesses encourage recipients to reciprocate, often in the form of continued loyalty or future purchases. This idea is reinforced by an ASI study, which found that 71% of Gen X consumers are more likely to do business with a company that provides them with promotional drinkware (ASI, 2019). Essentially, branded gifts lay the foundation for long-term relationships by fostering a sense of reciprocity.

Sensory Engagement

Unlike TV, radio, or digital ads that disappear in seconds, physical promotional products engage multiple senses—sight, touch, and sometimes even smell or sound. Neuroscience research suggests that multisensory experiences improve memory retention. As promotional products are kept on average for about seven months (Forbes), this allows the recipient to become accustomed to the brand that gave them the product during this time. A study from the Promotional Products Association International (PPAI) found that 83% of people can recall the brand of a promotional product they received, even after months, far exceeding recall rates for traditional advertisements.

Positive Brand Association

Another reason people love promo is that it creates a positive brand association. Receiving a free, high-quality item generates positive emotions, which customers then associate with the brand. A well-designed promotional gift can create joy, surprise, and appreciation—all emotions that enhance customer relationships. Research in consumer psychology shows that these positive emotions can drive purchase decisions and brand advocacy. Additionally, seeing someone else using a branded product, for example, a branded water bottle at the gym or a custom T-shirt at an event, can increase interest in the brand and lead the public to also have a more positive perception of the advertiser.

One of the keys to having a successful business is to develop meaningful relationships with customers and employees. One of the ways you can create and maintain those bonds is through the use of branded gifts. The effectiveness of promotional products is deeply rooted in psychology, making them one of the most powerful tools in a marketer’s arsenal. Promotional items provide tangible, long-lasting engagement while establishing the foundations needed for continued loyalty— all at a fraction of the cost of TV, radio, and digital ads.