The answer can be found in one my very favorite psychology books of all time, Influence, by Arizona State professor emeritus Robert Cialdini. I was assigned this book in one of my first undergraduate course. Oddly, it was a neuroscience class, and it was never discussed in class. The professor either just determined it was important for us to know, or I bought the wrong book (which might have explained that grade). As a young student swimming in The Iliad and textbooks, I was shocked to discover something I loved. If you are a psychology professor or student or if you have taken an Intro to Psych class, Influence has all of the information that your friends expect you to know: Why we do the things we do, and how we can influence people.

Cialdini is a brilliant social psychologist who went undercover at a number of businesses (car dealership, restaurant, telemarketing firm, etc). Instead of using his insights to rule the world, he wrote a book. I am only going to focus on one chapter: Reciprocity.

The concept of reciprocity is simple - if someone does something nice for you, you feel like you owe them. This compulsion to pay them back and make things equal is a powerful force. Why is this effect so compelling? In many ways it's the whole concept of social exchange. If we do nice things for people and they don't do nice things back, we tend to stop doing favors. Moochers are not looked on favorably. If you use BitTorrent to download music, for example (legally, of course; even a tenured professor isn't stupid enough to endorse an illegal action in his blog), then you will be either labeled a "seed" (someone who downloads material and then lets others download it back) or a "leech" (someone who downloads and then doesn't give back). Unsurprisingly, leeches are looked on poorly, both in rivers and on-line.

Naturally, the world of marketing has taken the helpful desire to repay favors and used it for their advantage. The quickest example can be found in grocery stores that offer free samples. When you eat their cheese, lemonade, or salsa, they are doing you a favor. Most people are therefore more likely to buy the product after trying it. If you've read Influence (like me), then you can "fight back." You can feel free to go to Costco, eat a lunch's worth of free samples, and then leave. Or you can use the complimentary address labels sent by charities or corporations and not donate or subscribe. As Cialdini details in Influence, the Hare Krishna used the principle for years in airports. They would give out roses and then ask for donations. People who would typically not normally donate to the Hare Krishnas felt compelled (even if they threw out the roses a minute later). The comedy Airplane spoofs this typical reaction by having Julie Haggerty accept a rose from a Hare Krishna; when she is asked if she would like to make a donation, she gives a dazzling smile and says "No."

Back to Bath and Body Works: Why are they so nice? Why do they do these favors for customers, like accepting returns that they can't resell? It is possible that their great customer service policies are borne out a deep commitment to being a nice company and out a love of all people..... It certainly is possible.

PS: My wife informs me that Bath and Body Works has changed their coupon policy to be a bit more draconian. Maybe psychology isn't all it's cracked up to be.

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Tags: bath and body, car dealership, clove, cookie factory, gift cards, iliad, lotions, professor emeritus robert, psychology books, psychology professor, raspberries, room sprays, social psychologist, son jacob, state professor, sugar cookie, telemarketing firm, time influence, undergraduate course, wife allison