Which principle would be least effective with drivers?

Reciprocity is a principle often associated with social exchanges where one party feels compelled to return a favor or kindness. In the context of marketing and sales to drivers, this principle might not resonate effectively. Drivers, especially in an environment where convenience and straightforward value are critical, are more motivated by tangible benefits and outcomes rather than the notion of returning favors.

In contrast, results-oriented messaging directly appeals to drivers by emphasizing how a product or service can solve a problem or enhance their driving experience. Similarly, efficiency aligns well with the needs of drivers, who typically prioritize straightforward, quick solutions that improve their daily routine. Goal orientation is also relevant, as drivers often have specific objectives when they engage with products or services, such as saving time or fuel.

Thus, while reciprocity can play a role in various contexts, its impact on drivers is limited compared to the other principles that better address their immediate needs and motivations.