Give a little, get a little more

Share this article:
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.

Share this article:
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

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Finally, A Data Program for the People

Finally, A Data Program for the People

A British website seeks voters' help in striking clichés from the stump speeches of political candidates.

Four Brand Emails That Offer Tricks and Treats

Four Brand Emails That Offer Tricks and Treats

Happy Halloween from my inbox to yours.

Creative Marketing Is Good; Useful, Relevant Messages Are Better

Creative Marketing Is Good; Useful, Relevant Messages Are ...

The next wave of the digital evolution is pushing marketers toward hyper-relevance; but not everyone is catching on.