Study Finds Motive Trumps Incentive Advertising In Persuading Consumers

Study Finds Motive Trumps Incentive Advertising In Persuading Consumers
SHARE
THIS



Experts say advertising campaigns need to model positive internal motivation rather than external reasons like reward or punishment if they are to be effective.

University of Sydney Business School’s paper, Not Whodunit but Whydunit: Story Characters’ Motivations Influence Audience Interest in Services, busts the myth that marketing campaigns should only promote positive customer experiences.

Contrary to widely held beliefs, the research suggests consumers are more likely to identify with a character who faces a decision scenario in which their well-intentioned actions potentially create harm for others. Only detailing positive consequences was a barrier to the consumers identifying with the character.

Authored by Associate Professor Tom van Laer from the University of Sydney Business School with lead author Assistant Professor Anne Hamby from Boise State University, the research shows the effect of intrinsically-motivated story characters on five key areas including:

  1. Seeking therapy
  2. Sustainability-related careers
  3. Advising services
  4. Not-for-profit donations
  5. Exercise services

Associate Professor Tom van Laer says the findings could, for example, offer key insights for health department campaigns related to the COVID-19 vaccine rollout.

“Imagine you have two ad campaigns, both depicting someone getting the vaccine. The first shows someone who was motivated to get the vaccine to protect their family from contracting the virus. The second person is motivated by a financial incentive offered by their employer,” said Associate Professor van Laer.

“Our research suggests that understanding the intrinsic motivation of the first person is more likely to translate to audiences. For example, the Australian Government’s COVID-19 ad released late last year is effective in showing the unintended consequences of visiting family while the main character unknowingly had the virus. Starting with the scene of the mother in ICU is a powerful opening.

“But the story peters out and doesn’t follow a clear emotional curve. What is missing is the drama of how the mother got sick and sicker over time, which would be the logical ending. Diving deeper into the motivations of the son would’ve made this ad even more effective.”

Study suggests key for influencers

The research suggests the findings should also be applied to campaigns involving social media influencers.

In the paper, forthcoming in the Journal of Service Research, the researchers suggest that intrinsically motivated influencers may be more effective than those who are extrinsically motivated.

“Whether it be Patrick Stewart, Joe Biden, or Kamala Harris, we’re seeing more and more photos of high-profile people getting the vaccine,” Assistant Professor Hamby explained.

“But the missing piece of the puzzle in terms of influencing audiences is the why.”

The research suggests influencers who are able to communicate their personal passion for a topic are more effective than those who rely purely on status.

Please login with linkedin to comment

University of Sydney Business School

Latest News

Hands using mobile payments, Digital marketing. Banking network. Online shopping and icon customer networking connection on virtual screen, Business technology concept
  • Media

IAS Report: Australian Digital Advertisers Experience Higher Brand Risks Across All Buying

Today, Integral Ad Science (IAS), a global leader in digital ad verification, released its Media Quality Report (MQR) for H2 2020, providing transparency into the performance and quality of Australian digital media, alongside global comparisons. Integral Ad Science’s H2 2020 MQR highlights brand safety, ad fraud, and viewability trends across display, video, mobile web, and […]

Quintis Appoints Illuminate As Global PR Partner
  • Media

Quintis Appoints Illuminate As Global PR Partner

Quintis Sandalwood has appointed Illuminate as its global PR partner following a competitive pitch process. Proudly Australian, Quintis produces and markets Indian Sandalwood oil, logs, chips and powder products across the world to major companies in industries such as fragrance, aromatherapy, cosmetics, handicrafts and Traditional Chinese Medicine industries. Illuminate will be responsible for a global communications […]

Image lead story Even More Pics From The 30 Under 30 Awards!
  • Media

Even More Pics From The 30 Under 30 Awards!

Hopefully the weekend has given everyone enough time to recover from B&T’s 30 Under 30 awards and prepare themselves for our official photo dump! We shared some of the highlights last week, and now you can peruse all of the pictures taken on the night. Thank you to everyone for attending this year’s awards, and […]

by B&T Magazine

B&T Magazine
Kinderling Kids Streams Ahead With Direct-To-Consumer Offering
  • Marketing

Kinderling Kids Streams Ahead With Direct-To-Consumer Offering

Kinderling Kids Radio (Kinderling) has announced the completion of its move from DAB+, where it launched six years ago, to a direct-to-consumer streaming model, accessible online or through the Kinderling Kids iOS and Android app. The Parent Brand, the parent company of Kinderling Kids and Babyology, made the decision to shift as streaming and on-demand […]

RUN Take On The Flu
  • Advertising
  • Campaigns

RUN Take On The Flu

Globally award-winning, indie agency RUN, have launched the New Zealand National Influenza Immunization Campaign, running over the next 8 weeks across TV, digital, social, print and press.

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6
  • Campaigns

Audika Says Stop Ignoring The ‘Whats’ And Get A Hearing Test, Via Ward6

Most people over 60 stay on top of their health with regular check-ups. Whether it’s eyes, prostate or breasts, they realise at their age it’s important. But one that gets ignored is hearing. They’d rather live with gradual hearing loss, and continually ask what, huh, pardon or sorry until it seriously impacts their life and […]

Connecting Plots To Handle [yellow tail] Social Media Following Account Win
  • Media
  • Technology

Connecting Plots To Handle [yellow tail] Social Media Following Account Win

Creative communications agency Connecting Plots has been appointed by Casella Family Brands to handle the social media accounts for [yellow tail] wine in Australia. The win follows an audit of the Casella Family Brands social activities, which led to [yellow tail] rethinking its approach to social media and how it aligns with its overall marketing […]

HERO’s B.B.E Wins v2food Account
  • Media

HERO’s B.B.E Wins v2food Account

v2food, has appointed HERO’s B.B.E as the lead strategic and creative agency for the brand following a competitive pitch process. v2food is an Australian pioneering food technology business with a global vision to feed the planet sustainably. After launching nationally in 2019, v2food has been on a mission to offer Australians an easy alternative to meat […]

Rows of coins isolated on white background. Finance and banking concept.
  • Media

Magnite And Adform See Monetisation Uplift Using First-Party Identifiers

Magnite (Nasdaq: MGNI), the largest independent sell-side advertising platform, today announced it has been working with Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, to scale first party identifiers in privacy-safe ways. With the pending elimination of third-party cookies, the industry must establish future-proof identity solutions for publishers and buyers.

Martin Box Named Co-Chair Of Commercial Producers Council
  • Media

Martin Box Named Co-Chair Of Commercial Producers Council

The Commercial Producers Council is delighted to announce the appointment of Martin Box (pictured) as its new Co-Chair, effective immediately. Box, Head of Production at Airbag, joins Co-Chair Pip Smart, and fills the vacancy left by Lucas Jenner who steps aside from the Co-Chair role after four years of service, in accordance with the CPC’s […]