Kellogg's is offering free DVDs to consumers who collect five official Collection certificates from the back panels of specially marked packages of Kellogg's cereals and then mail them with the official order form. Within 90 days, these consumers will receive the movie of their choice. A(n) will occur when a movie fan mails in his or her certificates for a movie.
a. synergy
b. sublimation
c. exchange
d. entropy
e. reciprocity
ANSWER: c