"mcspurren" - 1 õppematerjal

Cialdini raamat

gift to spur actions that would have been otherwise withheld. Survey researchers have discovered that sending a monetary gift (a silver dollar or a $5 check) in an en- velope with a mailed questionnaire greatly increases survey completion rates, com- pared to offering the same monetary amount as an after-the-fact reward (Singer, Van Holwyk 8{ Maher, 2000; Warriner, Goyder, Gjertsen, Horner, 8{ McSpurren, 1996). Indeed, one study showed that mailing a $5 "gift" check along with an insur- ance survey was twice as effective as offering a $50 payment for sending back a completed survey (James 8{ Bolstein, 1992). Similarly, food servers have learned that simply giving customers a candy or mint along with their bill significantly in- creases tips (Strohmetz, Rind, Fisher, 8{ Lynn, 2002). In general, business operators