Point of view: The end for end-lines

Researchers at the University of Miami tested end-lines that told people what to do and discovered that, actually, people would often do the opposite.

Point of view: The end for end-lines

John WoodwardPublicis Worldwide

For all those that think that marketing communication is simple, there was a fascinating article in this month's Harvard Business Review.Researchers at the University of Miami tested end-lines that told people what to do and seemed to discover that people, on average, did pretty much the reverse of what they were told to - what the researchers called a 'Reverse Priming Effect'. When people were offered the chance to 'Dress for Less', they immediately spotted the risk of being picked out as cheapskates, and upped the amount...

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