Pitching involves mainly the fact of making somebody else contribute to a certain activity, by inviting them to do so.

Studies have shown that individuals tend to feel more involved and, therefore, do more, whenever their contribution is actively requested.

Whenever people feel that they have created or, at least, helped create something, they tend to become even more involved in that very activity that led to the creation of their possession. Furthermore, they try to find new solutions and ideas to improve their creation.