Forget the rebate, I'm holding out for a "bonus" check

Forget the rebate, I'm holding out for a "bonus" check

What’s in a name? Or any word, for that matter? A lot, it seems.

Take those rebate checks Uncle Sam will soon start mailing out. If the government really wants us to stimulate the economy by encouraging us to SPEND that money, they need a better name than “rebate.”

Like “bonus.”

In a recent experiment, social psychologist Nicholas Epley of the University of Chicago Graduate School of Business discovered if you call a rebate a “bonus” instead, the recipients spend twice as much.

What’s in a name? A rose by any other name may smell as sweet, but calling a rebate a “bonus” stimulated a 100% increase in response!

Here’s the reason. A “rebate” was perceived as getting your own money back, so you were less likely to splurge. But a bonus — hey, that’s new money — found money!

Wait a minute, you’re thinking. You mean you can DOUBLE someone’s spending — just by substituting one word for another?

Yes! In fact, finding and using exactly the right word(s) to stimulate spending is what makes a good copywriter worth the money.

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