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.

Thursday, January 29, 2015

That's Not All Your Hair can be with Bumpits!

Bumpits is a product used to help women add volume to their hair. In this advertisement, they begin with some rhetorical questions about problems styling hair and solve the problem for you with Bumpits. At the end of this advertisement, the sellers continue to add on various "freebies" with purchase. This includes an additional set of Bumpits AND mini-bumpits all for $9.99; an offer you cannot ignore. 

Burger (1987) demonstrates the effectiveness of the That's Not All Technique by staging a bake sale on a college campus. The bake sale had no signs regarding prices so when a passerby inquired about the price of the baked goods they were either told that a cupcake and cookies were 75 cents (Control Condition) or that a cupcake was 75 cents and they would receive a few cookies (That's Not All Condition).

The above graph demonstrates the increase in sales due to the That's Not All Technique.  Adding the cookies to the deal after the initial pitch increased sales from 40% to 73%. 

According to this research, Bumpits may increase their sales by adding even more Bumpits to their deal. This leaves us wondering, why would you ever need that many Bumpits?

  • Burger, J. M. (1986). Increasing compliance by improving the deal: The that's-not-all technique. Journal of Personality and Social Psychology, 51(2), 277-283. 

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