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, January 18, 2013

Nexus 7 Advert

Here is an advertisement from Google for the Asus Nexus 7 tablet. It was released on the 23 July 2012 to generate interest in Android tablets, which had previously been unsuccessful compared to competitors’ devices.

The primary tactic in the advertisement is exploiting an intimate social relationship to provoke a vivid emotional response in the viewer. In this case, the Nexus 7 is shown to facilitate the development of a loving father and son relationship by them sharing activities on the device. This communicates that buying the tablet will improve the perceiver's social relationships, and afford them the same positive emotions as shown in the video.

In the scientific literature, emotionally arousing tactics generate greater attitude change than placid techniques. Perrine and Heather (2000) placed either emotionally involving images or a simple text slogan on a donation box for a charity. Participants exposed to the pictures - which were images of deprived children - were more likely to donate than those who saw the slogan.


Perrine, R. M., & Heather, S. (2000). Effects of picture and even-a-penny-will-help appeals on anonymous donations to charity. Psychological Reports, 86(2), 551-559.


  1. Nice job. So what were the emotionally involving images?


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