Steve Martin

Although many restaurants have the mints placed in a basket near the door, some provide the mints in a different and far more effective way

Behavioral scientist David Strohmetz and colleagues conducted an experiment to determine what effect, if any, giving a little candy to patrons at the end of the meal would have on food servers’ tips

In one set of trials, when presenting the bill, the food servers included a single piece of candy for each diner sitting at the table. Compared to occasions on which diners received no candy, the researchers found a modest increase in tips—not a huge one, just 3.3 percent. In a second set of trials, the food servers gave two candies to each diner at the table—and tips rose by 14.1 percent compared to the no-candy condition

this is reasonably predictable, considering what we know about the norm

of reciprocity—the more a person gives to us, the more we feel obligated to give in return. But what factors make a gift or favor most persuasive

This study demonstrates that there are three major factors that help make a gift or favor more persuasive and as a result more likely to be reciprocated. The first is significance. Giving diners two candies compared to one had the effect of increasing tips from 3.3 percent to over 14 percent because two seemed significant, where one seemed pro forma. Notice that significant need not mean costly. Two candies cost no more than a few pennies. But also notice the difference between the two multiple-candy conditions. There was no difference in the amount of gift given, but there was a difference in the way the gift was given

This research clearly shows the value of giving gifts that are significant, unexpected, and personalized. Of course, if servers used this tactic on every table, not only would they be seen as unethical by the restaurant patrons, the tactic wouldn’t work for long

the tactic wouldn’t work for long. As soon as diners noticed that the same practice

As soon as diners noticed that the same practice was being used on everyone, the value of the gift would collapse—it wouldn’t be seen as possessing any of these three important factors.

To ensure that any gift that you give or favor that you perform is most appreciated, make sure to take some time to find out what gift, to the recipient, would best fit those three important criteria