The Content Of A Video Based On A Practical Intervention For The British Heart Foundation Essay

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The following report seeks to summarise the content of the video based on the topic selected from the assigned chapters 11 and 12; ‘anchoring’. The first section will summarize the content of the video and examine the concept used to explain the ‘anchoring’ principle, specifically using it in a practical intervention for the British Heart Foundation. The report will then go on to describe the application of the principles of “Made to Stick” by Chip & Dan Heath used in the project, focusing on the implementation of the principles throughout the video.
Section 1: (Summaries the content of the video) + provide additional information

Anchoring is defined as a process where “different starting points yield different estimates, which are biased toward the initial values” (Tversky and Kahneman, 1974). The British Heart Foundation was selected as an organisation for a practical intervention. The project focused on their website and how anchoring could be used to increase donations for this charity. Anchoring is frequently used in marketing campaigns and pricing strategies; the iPad launch by Apple in 2010 was used as an example of best practice in our video. The original clip of the iPad launch was first shown as a concrete and credible example of anchoring, followed by a reenactment of a possible board meeting at the Apple Headquarters. An unexpected parody video of what really went on in Steve Jobs’ head during the launch further emphasised the use of anchoring in

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