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The birthdate effect: solicitation on birthday affects compliance

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Abstract:

Research has shown that the birthdate influences individual's judgment, but this ‘birthdate effect’ has never been tested on behavior and in a selling context. Previous customers of a musical instruments store were solicited by phone to participate in a survey of their opinion of the store. Customers were solicited 1 day before their birthday, on their birthday, or on the next day. Results showed that more compliance with the request was found when the solicitation occurred on the same day as the customers' birthday. The practical interest of this ‘birthdate effect’ is discussed.

Keywords: birthday; compliance; customer behavior; request

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/09593969.2013.764340

Affiliations: Université de Bretagne-Sud, UFR DSEG, Institut de Management de Bretagne-Sud (IMABS), rue de la loi 56000, Vannes, France

Publication date: July 1, 2013

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