This is a blog by Mark Verzijl, Consultant at Sciential.
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:
๐๐ต๐ต๐ช๐ต๐ถ๐ฅ๐ฆ
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.
๐๐ถ๐ฃ๐ซ๐ฆ๐ค๐ต๐ช๐ท๐ฆ ๐ฏ๐ฐ๐ณ๐ฎ(๐ด)
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.
๐๐ฆ๐ณ๐ค๐ฆ๐ช๐ท๐ฆ๐ฅ ๐ฃ๐ฆ๐ฉ๐ข๐ท๐ช๐ฐ๐ณ๐ข๐ญ ๐ค๐ฐ๐ฏ๐ต๐ณ๐ฐ๐ญ
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:
๐กclearly state the advantages of your product or service;
๐กdemonstrate social proof by referring to satisfied clients; and
๐กlower 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.