Give a little, get a little more

Share this content:
Ever since Nancy Harhut, chief creative at The Wilde Agency, explained to me last fall how subconscious human tendencies inform the agency's creative output, I have been intrigued as to how psychology can serve as a foundation for campaign success. 

Now, I realize The Wilde Agency is by no means the first or only agency to employ psychological principles in their work, but it was interesting hearing firsthand exactly how and why the creative took shape the way it did.

In her nytimes.com blog today, MP Mueller talks about how human predilection toward reciprocity influences behavior, a principle marketers have been exploiting for generations. In short, when a person receives something – anything, really – inborn protocol inclines that person to want to reciprocate a gift back unto the giver.

Mueller cites classic direct marketers, like Tupperware, as well more unlikely marketing case study subjects, such as Hare Krishna Society. Both entities have thrived on the element of giving first, in hopes of getting back more than was ventured.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

Loading links....
close

Next Article in Customer Experience

Sign up to our newsletters

Company of the Week

Since 1985, Melissa Data has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa Data offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here