After analyzing the Better Horizon flyer, many psychological tools of influence used was social proof. According to Cardon (2013, pg. 242), social proof is where people determine to do what is right or desirable by seeing what others do. Examples include how the letter appeals to people’s sense of emotions. For example, one psychological tool of influence of social proof when the letter states in the subject line “Your Duty to the Women In Your Lives” and “You owe it to the women in your lives to make a difference” (Cardon, 2013, pg. 257). Another examples is when the letter states the number of participates and contributions of last year’s walkathon (Cardon, 2013). Therefore, focusing on the popularity and financial impact and the reason it
