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.

Sunday, February 24, 2013


This is an ad created by ASPCA.ORG promoting pet adoptions.  This is a fine example of the interactive experiment template, specifically the activation version ( Goldenberg, Mazursky, & Solomon, 1999). 
The receiver of the message is required to perform an action, i.e. peel off a strip of paper in order to receive the conveyed message, in this case opportunity for adopting a dog. As such it can be said that the ad fulfils the criteria for activation version template : it has an experiment requiring physical action and the experiment can be executed on the spot ( Goldenberg et al., 1999). 



Goldenberg, J., Mazursky, D., Solomon, S. (1999). The fundamental templates of quality ads. Marketing Science18, 333-351.

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