The Formality Effect

24 Pages Posted: 1 Feb 2023 Last revised: 13 Apr 2023

See all articles by Elizabeth Linos

Elizabeth Linos

Harvard University

Jessica Lasky-Fink

Harvard University - Harvard Kennedy School (HKS)

Chris Larkin

University of London - Birkbeck College

Lindsay Moore

Veterans Health Administration

Elspeth Kirkman

Behavioural Insights Team

Date Written: January 2023

Abstract

This paper documents the existence of a “Formality Effect” in government communications. Across three online studies and three field experiments in different policy contexts (total N = 67,632), we show that, contrary to scholar and practitioner predictions, formal government communications are more effective at influencing resident behavior than informal government communications. In exploring mechanisms, we show that formality operates as a heuristic for credibility and importance. Recipients view the source of a formal letter as more competent and trustworthy, and view the request itself as more important to take action on, despite no change in comprehension nor in perceived ease of taking action. These findings have immediate implications for government communicators and open the door for a renewed focus on how the design and presentation of information impacts behavior.

Suggested Citation

Linos, Elizabeth and Lasky-Fink, Jessica and Larkin, Chris and Moore, Lindsay and Kirkman, Elspeth, The Formality Effect (January 2023). HKS Working Paper No. RWP23-009, Available at SSRN: https://ssrn.com/abstract=4344196 or http://dx.doi.org/10.2139/ssrn.4344196

Elizabeth Linos (Contact Author)

Harvard University ( email )

1875 Cambridge Street
Cambridge, MA 02138
United States

Jessica Lasky-Fink

Harvard University - Harvard Kennedy School (HKS) ( email )

79 John F. Kennedy Street
Cambridge, MA 02138
United States

Chris Larkin

University of London - Birkbeck College ( email )

Malet Street
London, WC1E 7HX
United Kingdom

Lindsay Moore

Veterans Health Administration ( email )

810 Vermont Ave. NW
Washington, DC 20420
United States

Elspeth Kirkman

Behavioural Insights Team ( email )

London, SW1A 2AS
United Kingdom

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