Human behaviour is sometimes more influenced by the medium in which a transaction takes place than by the content of the transaction itself.
One simple example: teenagers have never given much to charity — a rule that holds true until you give them the choice of donating to charity by text message, at which point they become quite generous.
Conventional wisdom would suggest this is silly — either you wish to give to charity or you don’t; the medium shouldn’t matter more than the content. But it does.
One simple example: teenagers have never given much to charity — a rule that holds true until you give them the choice of donating to charity by text message, at which point they become quite generous.
Conventional wisdom would suggest this is silly — either you wish to give to charity or you don’t; the medium shouldn’t matter more than the content. But it does.
Our own Rory Sutherland in a great article in The Spectator, ‘Mad Men Are Taking Over The World. And That’s No Bad Thing’, in which he argues that marketing has an important role to play in improving government and promoting democracy - is persuasion better than legislation?
