I mean it is fairly common strategy in copywriting, for example, to find the pain, rub it and then heal it. It's a proven
method of getting people to take action.
But what about the OPPOSITE?
Is it just the notion of being scared THEN feeling better?
Clearly the fear alone didn't cause compliance at all.
HAPPINESS THEN DISAPPOINTMENT
The first experiment that Narwat and Dolinski did to test this was on the streets of
Wroclaw, Poland. (as I recall, that is pronounced roughly: Frahtswahf!)
People would see what looked like a 50 zloty ($15) bill on the sidewalk and pick it up.
It wasn't.
It only looked like money. It was an ad for a new car wash.
Most people threw the ad in the garbage. (I was IMPRESSED!)
Soon thereafter, a female confederate appeared with a suitcase that needed to be
watched.
"I urgently have to see my friend who is on the fifth floor in the building here and my bag is too heavy!"
Key Result: People who had PICKED UP the "MONEY" (really the car wash ad) were TWICE AS LIKELY to
watch the bag for the girl as those people who found nothing on the street!
What?!
Wait just a minute.
Someone is super excited to find what looks like money, they find out it's just a stupid car wash ad. Then they are asked to watch a piece of heavy luggage for a girl and these people are TWICE as likely to do so than people who found nothing?!??!
Something peculiar is going on...
It's Building Block #4...
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