Social norms and tax repayment

Norm-based and public goods letters’ impact on tax repayment behavior

Intervention Description

In general, prospective tax payers are late paying in making their payments. BIT in the UK tested an experiment where five different types of letters were sent to these tax-payers: a letter that evoked the basic norm, country norm, minority norm, public gain, and public loss. After an extensive investigation, it was found that norm-based and public goods letters increases the likelihood of people paying their taxes.

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I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

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