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 9, 2018

DFS- a cry for help

20 years later since the first panic of when sales dropped, and DFS (with what seems to be the emotional stability of a clingy teenage girl) still haven't been able to break their cycle of their: half-price sale, winter sale, summer sale, and every other festive occasion sale. Somebody needs to tell them what every mother tells their kid - giving it away for free doesn't equal love. Their 'sales' have become so ridiculous that even their customer service rep acknowledges the absurdity of his workplace, saying it's a 'bit of an in-joke here' (CCUK, 2018). 

Nobody does a sale like DFS. Or at least, that's what they would like to have you believe 24/7, 365 days a year. Having this higher phantom alternative price (Farquhar & Pratkanis, 1993) makes people think that they’re getting a better deal than they actually are. By DFS establishing a favourable comparison point (Pratkanis, 2007), they’ve successfully manipulated people into buying their sofas. Chances are that over the years you, or somebody you know, has bought one.

If not, get down to your nearest DFS because sale ends soon.

Image result for dfs sale


Farquhar, P., & Pratkanis, A. (1993). Decision Structuring with Phantom Alternatives. Management Science, 39, 1214-1226.

Pratkanis, A. R. (2007). Social influence analysis: An index of tactics. In A. R. Pratkanis (Ed.), Frontiers of social psychology. The science of social influence: Advances and future progress (pp. 17-82). New York, NY, US: Psychology Press.

Someone Worked Out Just How Long The DFS Sale Has Been Going On For | CCUK. (2016). Retrieved 9 March 2018, from:

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