Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Sunday, December 11, 2016

Buy My Cookies


After trying to engage the reciprocation principle, by trying to give the first box free, Ross changes tactic and engages social proof “all the cool kids are doing it”. This mechanism persuades by highlighting the saliency of behaviour in others. More over Ross refers to the behaviour as part of a desirable in-group “the cool kids”.
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