When I shop at the Shiseido Cosmetics store, I am more likely to consume more because they will give me a VIP card if I spend over a certain amount. I prefer to buy more even if I don't need it because I want to become their VIP customer. After I receive my card, I can tell my friends to come here because I am a VIP customer, and we get more free samples here. When people tell their friends and family about the product, they help the company advertise for free. The company does not offer an additional discount, but the customer wants to have a good image of his consumer status, which is why he spreads the message. Therefore, social incentive is effective in the long term.