The Just Ask principle has been studied by Aaker and Akutsu (2009) who explored the reasons as to why people give to others and to those in need, for example to charities. They explained that we as human beings relish in the idea of having a strong, consistent identity, and we want to be seen as both helpful and as a giver. There main focus is on the simple question of 'Will you help?' of which they believe will evoke a broader personal identity. So in the above example, the guys at Drives4U want to come across as helpful and like they are doing us a favour by lowering their rices for us. In some way we should be flattered that they'd do this for us right? The study found that the top three components for the decision making process of whether they were going to help were as follows:
In conclusion, the results of this study link to my real life example as its further evidence that we change or enhance our initial behaviour in order to be helpful to an individual. The main reason for this is to socially appealing through our personal identity.
Aaker, J. L., Akutsu, S. (2009) Why do people give? The role of identity in giving. Journal of Consumer Psychology , vol. 19, no. 3, pp. 267-270.