Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Wednesday, January 16, 2013

It's payback time for mother bird


This advertisement from Hallmark appeals to reciprocity.  It asks moms to remember what their child has given them, and to act on this albeit subtle obligation.  A particularly interesting aspect of this add is that the main beneficiary of the ad, the child, isn't the one doing the advertising; the source of the message is Hallmark.

The classic study on reciprocity is by Regan (1971) demonstrating that a confederate who bought a coke (or didn't) for a participant in an experiment could then enlist them to buy more (or fewer) raffle tickets.

Regan (1971). The effects of favor and liking on compliance. Journal of Experimental Social Psychology, 7, 627-639.

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