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Late last year social scientists in the Netherlands finally proved the link between people obeying the law and the environment within which they were passing through.

Sheila Prakash as well as the Neuromarketing Blog reports the study of an envelope with a five euro note visible in the envelope window hanging out of a letter box. 13% of passers by snatched the envelope, but when the ground around the letterbox was covered with litter then 25% of pedestrians took the envelope. When the same letterbox was covered in graffiti, 27% of pedestrians snatched the envelope.

They also studied compliance with signs. In one trial they put a chain across a gate that asked people not to a) walk through the gate and b) not to chain bikes to the gate. 27% walked through anyway. When a bike was chained to the gate a whopping 82% walked through the gate.

What does this mean for businesses? Well, it appears that the old saying from your parents annoyed at peer pressure   “Would you jump off a cliff if your friends did it too” is right. People are more likely to break the law if they see others doing it or are in a disorderly environment. Social pressure is real.

It also means there is truth to the Broken Window Theory made famous by Rudy Giuliani. One way to reduce violence and social crimes is to fix the environment and get on top of litter and graffiti.

In a business this could mean ensuring your stock is always tidy and well presented, all graffiti near the shop removed the same day and the store and surrounding areas kept clean and free of litter.

What do you think this means for your business?

Until next time

Ingrid Cliff

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