After analyzing the Better Horizons message, I think the psychological tools of influences would be. Reciprocation because it says “Betty would want to see you trying to help the victims” Cardon, 2013). That to me would be asking for a favor for Betty (Cardon, 2013). Social proof is also an influence here, I believe seeing their co-workers signing up for the walk they would feel they need to sign up for the walk also. Liking is another tool I see here, people like Betty Williams and their co-workers so I think they will follow them in the walk. Authority is a tool that I see being used in this memo, once again Betty Williams is an authority figure in the community. Scarcity is being implied here also because to secure your space and t-shirt
