Our Founder and Chief Learning Officer, Dr. Andrew Hurley, recently guest wrote for Packaging World—writing on lessons to learn from Ben Franklin's philosophy, more particularly his view on "unreciprocated favors" or "The Ben Franklin Effect," to help design effective packaging and brand experiences that leave a mark on consumers.
Dr. Hurley stated:
"Said Franklin, 'He that has once done you a kindness will be more ready to do you another, than he whom you yourself have obliged.'"
"So, what does this mean? A person who has performed a favor for someone is more likely to do another than if they received a favor from that person. Basically, we subconsciously connect our help for the person with the fact that we must like them. The opposite also holds true: we start to hate a person to whom we have committed some wrong. We often humanize things, or dehumanize them, based on our own actions."
"In the end, it's about engaging with people and asking them to contribute effort on your behalf. When considering something new, reach out to your customer base for their opinions; ask them for a small favor of help. Taking quick quizzes, completing surveys, and sharing their ideas on social media are easy ways to accomplish this goal. It makes them feel more invested in your brand, because they wouldn't take the time to do you these favors unless they really liked you. Right, Ben?"
Read the full article in which Dr. Hurley links Ben Franklin's ideas to creative and effective packaging strategies in the modern day here!
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