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... in the telephone script, and in the control condition, "Thank you for calling, how much do you want to give?
Thank you very much". That's it. ***. In the experimental condition though, "Before I take your purchase, can I ask if you've got more or less than two friends and family
who also listen?" Or "Can I ask if you've got more or less than 45 friends
and family who also listen or more or less than 150 friends and family who also listen?"
Now if we had more time I would tease you but you have a one in three chance of being right there and you can tell me which one you feel as correct. And I've been teasing you because actually,
it's not the amount that matters there. It's do I get to say
"Phoar! Yeah! My network's bigger than that!" And if I say more
I give you a lot more. Look at the difference in average gift size. Whereas if you compel me
to say, "Oh yeah, actually I know less than that",
my average gift drops to 140 when it would have been over 250. That's a huge effect size.
So don't make the mistake of thinking that as human beings we don't pay attention
to what other people like us are doing, because we do. And we do big time. Right? These effect sizes
when you mess with social identity are not small. People
care about them. And it's not the absolute size of the network, it's whether
I get to say my network is bigger than the example that you've given to me. So going back to my telephone script, which one are you going to use? Well, you going to say "more or less
than two friends or family" aren't you? Because most of us would say we actually know more than two friends or family who also benefit from the work of the organisation.