Resources

Boost the Results of Your Advertising Content by Using Consumer Psychology Models

Boost the Results of Your Advertising Content by Using Consumer Psychology Models

Thanks to years of research in psychology, there are many validated consumer psychology models you can use to improve the outcome of marketing campaigns. One of my go-to models is the so-called theory of planned behavior (TPB) from Icek Ajzen. Ajzen’s theory states that conscious behavior arises directly from the intention to perform the behavior. According to Ajzen, intention is determined by three elements:

𝘈𝘵𝘵𝘪𝘵𝘶𝘥𝘦
Attitude deals with a person’s attitude toward the behavior. When the person has a positive attitude toward the behavior, the person is more likely to intentionally perform the behavior.

𝘚𝘶𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦 𝘯𝘰𝘳𝘮(𝘴)
The subjective norm is about what the person thinks others – in his immediate environment – think of the behavior (to be performed) and how they judge it. When the person thinks others consider the behavior to be normal or good, the person is more likely to consciously perform the behavior.

𝘗𝘦𝘳𝘤𝘦𝘪𝘷𝘦𝘥 𝘣𝘦𝘩𝘢𝘷𝘪𝘰𝘳𝘢𝘭 𝘤𝘰𝘯𝘵𝘳𝘰𝘭
Perceived behavioral control is about the extent to which the person believes the behavior is easy to perform. This involves both the person’s own skills and the environmental factors that promote or hinder the behavior. When the person believes that behavior is easy to perform, the person is more likely to perform the behavior consciously.

Relating this to digital advertising, you could for example apply the following improvements to your ad copies and visuals to boost results:

💡clearly state the advantages of your product or service;
💡demonstrate social proof by referring to satisfied clients; and
💡lower the threshold to engage with an easy call-to-action.

Obviously, they are plenty more use cases you can think of since we know how we can steer behavior.

Other Resources

Communications blocks
Claim Trending Life Science Topics With Smart Communication Roadblocks
Blog
startups branding
Why Startups Should Care About Branding
Blog
market entry
Use Digital Marketing Before You Access the Market With a New Service or Product
Blog
Website tracking
Monitor Brand Marketing Efforts by Tracking Website Visitors
Blog
Brand strategy
Align Brand Positioning With Your Growth Strategy
Blog
Community
Why Life Science Brands Should Focus on Community Building
Blog
Roadshow marketing
Use Programmatic Digital Out of Home Advertising Around Life Science Hubs
Blog
Brand Archetype
Use Archetypes for Brand Positioning
Blog
Ranking
Being First to Market Does Not Make You Win the Race
Blog