behavioral science principles for advertising · 2018-06-21 · © 2018 ipsos click to edit for...
TRANSCRIPT
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© 2018 Ipsos
Click to edit F O R C L I E N T
B Y N A M E
D A T E
Behavioral Science Principles for Advertising
N A M I K A S AG A R A P h D
J ES S E I T Z KOW I T Z P h D
J U N E 1 9 , 2 0 1 8
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Today’s Speakers
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Advertising in Digital Era
How can I deliver messages that my audience wants to view?How can I deliver messages that speak to my consumers?
How can we retain consumers’ attention to our advertisement?
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AUTHENTICITY
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Consumer Persuasion Knowledge
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Perceptions of Deception
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The Post-Modern Consumer
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Authenticity and Brand Meaning
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Two Types of Authenticity
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AbstractConcrete
• Is your brand or product the original? Are you the pioneer?
• Have your ingredients, components, or process remained unchanged over time?
• Does your brand have a meaning?• Has this meaning gone unchanged?• Can this meaning extend beyond the
transactional?
Show Continuity of Product and ProcessShow Link to the Past Directly
Show Your AdvocacyStay True to Advocacy
AuthenticityReal, Original, Unique, Meaningful, Essential, True
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CONCRETE AUTHENTICITY:
LINK TO THE PAST
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History vs. Now
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History vs. Now
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Referencing The Past
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Referencing The Past
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Referencing The Past
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ABSTRACT AUTHENTICITY:
DISPLAYING YOUR MISSION
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Displaying Brand Mission
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Displaying Brand Mission
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Displaying Brand Mission
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REGULATORY FOCUS
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Two Ways of Viewing the World
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PreventionPromotion
Source 1: Customer Orientations
• How often have you accomplished things that got you "psyched" to work even harder?
• Do you often do well at different things that you try?
• Growing up, would you ever “cross the line” by doing things that your parents would not tolerate?
• Did you get on your parents’ nerves often when you were growing up?
DV: Never or seldom to Very often DV: Never or seldom to Very often
Chronic States: We all have a natural disposition to either be prevention or promotion focused.
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PreventionPromotion
Products Are Often Framed: Promotion vs. Prevention
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Source 2: Product Benefits
Benefits
Prevention Focus
Product Benefit: Different product benefits is more suited promotion vs. prevention focus.
Does your product serve as an additional advantage or avoid negative outcomes?
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Promotion FocusSource 2: Product Benefits
Benefits
Product Benefit: Different product benefits is more suited promotion vs. prevention focus.
Does your product serve as an additional advantage or avoid negative outcomes?
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Source 3: Contexts
Induced States:
We can directly or indirectly put consumers into promotion or prevention mindsets
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Claims Based ApproachesAPPROACH MINDSET (seeking positives-Promotion):
“People who eat a balanced diet . . . can experience greater confidence and optimism, which in turn makes them more appealing to others as well as successful in their endeavors. “
AVOID MINDSET (preventing negatives-Prevention):
“The vitamins and minerals found in fruits and vegetables are known to play a protective role, and help to repair already damaged tissues. . . “
Priming
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Motivational Matching Boosts Behaviors
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8.25
6.467.05
8.06
Promotion Prevention
Benefits Costs
Mean Number of Fruit and Vegetable Servings
BENEFITS MESSAGE(matched to promotion):
COSTS MESSAGE(matched to prevention):
“If you do not eat the right amount of fruits and vegetables, you cannot actively help keep yourself safe from illness and facilitate overall good health.”
“If you eat the right amount of fruits and vegetables daily, you can experience an overall sense of feeling good about yourself.”
People who received a matching message ate 20% more fruits and veggies over the following week
than those who received mismatched messages.
Spiegel, Grant-Pillow, & Higgins (2004)
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SYSTEM 1 VS. SYSTEM 2PROCESSING
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Two Operating Systems for The Brain
SYSTEM 1
Automatic
Rapid
Efficient
Nonconscious
High Capacity
SYSTEM 2
Controlled
Analytical
Deliberate
Conscious
Limited Capacity
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Two Operating Systems for The Brain
SYSTEM 1 SYSTEM 2
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Two Operating Systems for The Brain
SYSTEM 1 SYSTEM 2
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Which is better?
SYSTEM 1 SYSTEM 2
vs.
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Factor 1: Product Category
SYSTEM 1 SYSTEM 2
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Factor 2: Product Lifecycle
SYSTEM 1 SYSTEM 2
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Factor 3: Customer Orientations
SYSTEM 1 SYSTEM 2
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Factor 3: Customer Orientations
Behavioral Profiling
• I prefer complex to simple problems• I like the responsibility of handling a situation
that requires a lot of thinking• I really enjoy a task that involves coming up
with new solutions to problems.
DV: Extremely uncharacteristic to Extremely characteristic Cacioppo, John T.; Petty, Richard E. (1982)
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Factor 4: Contexts
SYSTEM 1
SYSTEM 2
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Three key BeSci Principles
1
2
3
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