The Consensus Effect
In 2009 a pilot study was carried out for the HMRC (the UK's tax authority) to appeal to people's sense of civic duty.
One of the letters in the campaign read: 'Nine out of Ten People Pay their Tax on Time.'
This is a use of targeted strategic messaging wit a consensus focus. HMRC received solid results from this, and similar missives in its campaign. The HMRC's debt clearance rate rose from 57% in 2008 to a whopping 86% in 2009, using a similar sample.
No one wants to be the odd one out.
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