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

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:

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.

๐˜š๐˜ถ๐˜ฃ๐˜ซ๐˜ฆ๐˜ค๐˜ต๐˜ช๐˜ท๐˜ฆ ๐˜ฏ๐˜ฐ๐˜ณ๐˜ฎ(๐˜ด)
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.

๐˜—๐˜ฆ๐˜ณ๐˜ค๐˜ฆ๐˜ช๐˜ท๐˜ฆ๐˜ฅ ๐˜ฃ๐˜ฆ๐˜ฉ๐˜ข๐˜ท๐˜ช๐˜ฐ๐˜ณ๐˜ข๐˜ญ ๐˜ค๐˜ฐ๐˜ฏ๐˜ต๐˜ณ๐˜ฐ๐˜ญ
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:

๐Ÿ’กclearly state the advantages of your product or service;
๐Ÿ’กdemonstrate social proof by referring to satisfied clients; and
๐Ÿ’กlower 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.


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