This paper tells how the Inland Revenue borrowed from theories of behavioural psychology, to take a more positive approach in their communications. The results have been impressive. Record numbers of taxpayers are now
filing their tax returns on time, and more and more of them are doing it online, thereby reducing processing costs. Perhaps most remarkably, there has been a dramatic uplift in the sense that the Inland Revenue is changing for the better, and that self assessment is getting easier.
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