Two behaviour experts have spoken about the ‘immediate neurological response’ Brits have when they’re given something free – and it turns out we’re all love it
Matt Willis hands out free coffee at M&S
Top boffins have shared why Brits go bonkers for a freebie. Brainy behavioural gurus James Cornish and Greg Tucker teamed up with M&S to capture the moment customers were over the moon getting a complimentary hot bevvy from none other than celeb Matt Willis.
A recent survey shows that a whopping three-quarters of Britons are more likely to stay loyal to a brand if they’re given a freebie. A poll of 2,000 adults revealed that a hefty eight in ten people who receive a freebie can’t wait to tell others about it—most often boasting to their mates, partners, or family.
The poll also revealed a that a fifth of respondents admitted that the thrill of receiving something for free lifts their spirits for the entire day. The research coincides with an enticing offer from M&S cafés, where customers can enjoy a complimentary coffee after purchasing six — a perk made possible through their loyalty card program.
Offering deeper insight into our joy of receiving a freebie behaviour expert James said: “The human brain is brilliantly clever. It has had millions of years of absorbing and processing sensory stimuli, which when subconsciously decoded, provide us with a strong perceptive ability.”
He went on to explain: “The word ‘free’ triggers an immediate neurological response, activating key areas of the brain related to reward, trust and decision making. When a consumer receives something for free, the brain’s reward system is activated releasing dopamine.
“What follows is a sense of pleasure and increases the likelihood that they will enjoy the experience while the release of oxytocin, a hormone linked to trust and bonding, can strengthen a consumer’s affinity with a brand or experience.”
The research revealed that 54% have repeatedly visited a business solely for the allure of freebies and the key to making a complimentary treat feel more ‘worth it’, according to customers, is if it’s something they genuinely like or need.
Interestingly, half of the participants admitted they’ve been converted into a loyal customer after receiving something free during their first visit.
However, over half confessed they’ve splashed out more cash than intended at a business after being enticed by a free item, with 11% of these spending up to £100, or even more.
An M&S spokesperson chimed in: “Getting something for free isn’t just about the financial saving – it’s about feeling special. A free gift, no matter how small, brings a moment of happiness and a sense of being rewarded.
“That’s why we regularly offer a coffee on the house to all our customers who are part of the Sparks loyalty scheme. In a time where people are more mindful of their spending, these little gestures go a long way, which is why getting something for nothing continues to be so popular across all kinds of industries.”