preview

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

Good Essays
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
Get Access