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 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.

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

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the Week


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.