Behaviour Change

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

Friday, March 15, 2013

Topshop using self generated persuasion

During London Fashion Week (February 2013), Topshop played a live stream of their Topshop Unique S/S 2013 fashion line on their website. On top of this they created a whole host of interactive tools for the viewers to use including a 'model cam', a be the buyer app (allowing customers to change products that would come to store), competitions and google hangouts with celebrities and industry professionals. 

One of their features cleverly used self generated persuasion to influence their consumers thoughts on the show. They ran a twitter competition which gave viewers the opportunity to win a pair of VIP tickets to the next show, all they had to do was tweet a review of the show (i.e. say why they thought it was so great).
By generating their own and original reasons of why they liked the show, consumers were concentrating on the good parts of the experience which would make them more likely to reflect positively on the experience in the future. Lewin's (1947) study demonstrated this in trying to get housewives to serve sweetbreads to their families by either listening to a lecture on the benefits of serving them or coming up with their own reasons for serving them. Those who came up with their own reasons were nearly 11 times more likely to serve the dish than those who heard the lecture.

LEWIN, K., 1947. Group decision and social change, in T., M. NEWCOMB & E., L. HARTLEY (Eds.), Readings in Social Psychology, Holt, pp 223-235

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