Autor:	Heather, Eleanor, Hilton, Bill, Nelson, Philip, Heaton, Tony
Předmět:	APPLIED psychology COLLECTING of accounts BEHAVIORISM (Psychology) COPYWRITING BEHAVIOR modification PSYCHOLOGY
Zdroj:	Journal of Direct, Data & Digital Marketing Practice; Oct2014, Vol. 16 Issue 2, p105-114, 10p
Abstrakt:	Universities face a significant impact on their resources from unreturned books and unpaid library fines. Standard warning letters have proved ineffective at improving debt recovery. This case study outlines a copywriting test run by the Wales Centre for Behaviour Change for Bangor University Library and Archives Service that showed that a warmer tone of voice resulted in better debt recovery rates. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
Externí odkaz:	Zobrazit plný text záznamu Full text from SpringerLink