The Advertising Effect

1. Advertising is about changing behavior, not just creating awareness

Advertising is really the business of behaviour change. There is not a single brief advertisers receive that does not require someone, somewhere, to change their behaviour.

Behavior change is the goal. Advertisers aim to influence specific actions, not just create brand awareness. Effective campaigns identify a clear desired behavior and design strategies to make that behavior more likely. This could mean getting consumers to try a new product, switch brands, or modify their habits.

Defining the target behavior is critical. Advertisers must carefully select which behavior to influence based on:

• Motivation - How much do people want to do it?
• Ease - How simple is it to perform?
• Impact - How much will it contribute to business goals?

The more motivated people are and the easier the action is, the more likely behavior change will occur. Advertisers should focus on behaviors that are both changeable and impactful.

2. Action changes attitude faster than attitude changes action

Action changes attitude faster than attitude changes action.

Actions shape attitudes. When people take action, even small ones, their attitudes tend to shift to align with that behavior due to cognitive dissonance. This principle can be leveraged to influence behavior more effectively than trying to change attitudes first.

Interactive engagement is powerful. Rather than passive messaging, getting consumers to interact with a brand or take small actions creates stronger attitude changes. Examples include:

• Sampling products
• Participating in brand experiences
• Sharing on social media
• Co-creating content

By designing campaigns that spur action and engagement, advertisers can shift attitudes and behaviors more rapidly and effectively than through persuasive messaging alone.

3. Motivation and ease are key drivers of behavior change

If you want to change someone's behaviour, it will most likely happen if the person is motivated to adopt that behaviour, and if it's easy for them to do so.

Motivation and ease drive behavior. People are more likely to adopt behaviors they are motivated to do and find easy to perform. Advertisers should focus on increasing both motivation and ease to maximize behavior change.

Key components:

• Motivation
  • Individual incentives (What's in it for me?)
  • Social norms (What will others think?)
• Ease
  • Ability (Do I have the skills/resources?)
  • Opportunity (Does the environment allow it?)

Strategies can target any of these elements. For example, social proof increases motivation through social norms, while simplifying processes increases ease by improving ability and opportunity. The most effective campaigns address multiple components simultaneously.

4. Reframing can powerfully influence perception and decision-making

It's not what you say—it's how you say it.

Framing shapes perception. How information is presented can dramatically impact how it's perceived and acted upon, even if the core content is unchanged. Advertisers can leverage framing effects to make options more appealing.

Key framing techniques:

• Positive vs. negative framing
• Gain vs. loss framing
• Relative vs. absolute comparisons
• Anchoring with extreme options

For example, "90% fat-free" is more appealing than "10% fat," though they mean the same thing. Similarly, pricing a premium option high can make mid-range options seem more reasonable. By carefully considering how to frame their message, advertisers can significantly influence consumer perceptions and choices.

5. Emotional appeals are effective but interactive engagement is better

Emotions are a runaway train.

Emotions drive decisions. Emotional appeals in advertising can be highly effective at capturing attention and influencing behavior. Evoking emotions like joy, fear, or surprise creates memorable experiences that impact decision-making.

However, interactive engagement is even more powerful. While emotional ads can be impactful, getting consumers to actively engage with a brand creates stronger connections. Interactive approaches like:

• Social media participation
• Branded apps and games
• Live events and experiences
• User-generated content

These not only evoke emotions but also spur action, leveraging the principle that action changes attitudes. The most effective campaigns combine emotional resonance with opportunities for consumer engagement and participation.

6. Social proof and conformity strongly shape individual behavior

We often decide how to behave by looking at what other people do.

Social influence is pervasive. People are strongly influenced by the actions and opinions of others, often unconsciously. Advertisers can leverage this tendency to shape behavior through social proof and conformity.

Key social influence tactics:

• Highlighting popularity ("bestselling", "9 out of 10 dentists recommend")
• Showcasing peer behavior ("See what your friends bought")
• Creating collective movements (#IceBucketChallenge)
• Leveraging influencers and testimonials

By making desired behaviors seem common or socially approved, advertisers can significantly increase adoption. However, this approach must be used carefully to avoid backfiring if the social norm contradicts the desired behavior.

7. Giving consumers ownership increases engagement and loyalty

When you give someone ownership of your product, or even an idea, they become invested in it and find it difficult to let it go.

Ownership creates value. When people feel a sense of ownership over a product, brand, or idea, they value it more highly and become more invested. Advertisers can leverage this psychological effect to build stronger consumer relationships.

Strategies to create ownership:

• Co-creation (e.g. design your own product)
• Customization options
• Early access or exclusivity
• Soliciting feedback and ideas
• Brand communities and forums

For example, IKEA's self-assembly model inadvertently taps into this effect - customers value furniture more after investing effort in building it. By giving consumers ways to feel ownership, brands can increase loyalty and perceived value.

8. Gamification makes desired behaviors more appealing and fun

Play is ideal for influencing behaviour that gets better by degrees (rather than one-off behaviours), but is only effective in influencing behaviour when you can control and manipulate the wider environment.

Fun drives engagement. Turning desired behaviors into games or competitions can make them more appealing and increase participation. Gamification leverages our innate love of play and achievement to shape behavior.

Effective gamification elements:

• Points, badges, and leaderboards
• Challenges and quests
• Progress tracking and leveling up
• Social competition or collaboration
• Rewards and incentives

For example, fitness apps use gamification to make exercise more engaging, while loyalty programs turn purchasing into a game of point accumulation. By making desired behaviors fun, advertisers can increase motivation and repeat engagement.

9. Providing utility adds value and strengthens brand relationships

If utility can help make the brand or product better meet the consumer's goals, they'll value it more and their motivation to get it will be increased, leading to a greater likelihood of behaviour change.

Utility creates value. Providing useful tools, information, or services that help consumers meet their goals creates a positive association with the brand. This added value increases motivation to engage with the brand and adopt desired behaviors.

Examples of brand utility:

• Helpful apps and digital tools
• Educational content and resources
• Convenient services (e.g. home delivery)
• Problem-solving products

Nike's running app, for instance, provides utility to runners while strengthening brand loyalty. By focusing on how they can be genuinely useful to consumers, brands can build stronger relationships and influence behavior more effectively.

10. Role models and influencers can catalyze behavior change

When we watch certain behaviour, we copy it.

People emulate others. Role models and influencers can powerfully shape behavior by demonstrating desired actions. This taps into our natural tendency to learn through observation and imitation.

Effective use of role models:

• Choose relatable yet aspirational figures
• Ensure authentic alignment with the brand
• Show the model actually using the product/service
• Highlight positive outcomes of the behavior

Celebrity endorsements can be effective, but peer influencers or "everyday" role models often have more impact, especially for niche markets. The key is selecting models that the target audience identifies with and wants to emulate.

11. Reducing complexity and barriers makes desired actions easier

The fewer steps needed for a purchase, the less people have to think, the more likely it will happen (whether shopping offline or online).

Simplicity drives action. People are inherently lazy and prefer the path of least resistance. By reducing barriers and simplifying desired behaviors, advertisers can significantly increase adoption rates.

Strategies to reduce complexity:

• Streamline processes (e.g. one-click purchasing)
• Provide clear, step-by-step instructions
• Offer defaults and pre-set options
• Remove unnecessary choices
• Use intuitive design and familiar patterns

For instance, Amazon's patented one-click ordering dramatically reduces purchase friction. By identifying and eliminating barriers to desired behaviors, advertisers can make it easier for consumers to take action.

12. Small initial commitments lead to larger behavior changes

Someone is more likely to agree to a request if they've already agreed to a smaller request.

Commitment builds momentum. Getting people to make small, initial commitments increases the likelihood of larger behavior changes later. This "foot-in-the-door" technique leverages our desire for consistency and our tendency to align our attitudes with our actions.

Effective commitment strategies:

• Start with small, easy requests
• Make commitments public or visible
• Link commitments to identity or values
• Follow up with gradually larger requests
• Provide feedback and reinforcement

For example, asking someone to sign a petition makes them more likely to donate later. By designing campaigns that secure small commitments first, advertisers can pave the way for more significant behavior changes over time.

Last updated: July 22, 2024