Give a little, get a little more

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 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.

You must be a registered member of Direct Marketing News to post a comment.

Next Article in Direct Line Blog

Sign up to our newsletters

Company of the Week

SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.

Featured Listings



SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...