A new study has emerged to show how behaviorally targeted advertising can help boost our perception of ourselves and make us feel like better people, and as a result, push us over that line of buying something.
Amid all the claims of privacy breaches and just being plain annoying, it turns out that when ads targeted to us based on things like past browsing history reflect an attractive image of ourselves, it does good things for our self esteem.
The report in the Journal of Consumer Research claims flattery will get you everywhere, and compared 188 undergraduate students in two test groups to prove it. In the first instance, both groups were offered a Groupon voucher for a “sophisticated” restaurant.
Group A was told it was because of their browsing history, while Group B was told it came down to demographics, and as a result, Group A felt more ‘sophisticated’ than their peers as the ads reflected a positive aspect of their personality, and in turn were more likely to make the purchase.
The study aims at encouraging advertisers to be more transparent when it comes to displaying targeted ads, as it can ultimately get more consumers over the line due to their positive association with the ad.
In another case study, researchers claimed the message behind the targeted ads, when mirroring a positive reflection of the users, would stay with consumers long after the ad disappeared from their browser.
To prove this, Group A was given a behaviorally-targeted ad for a “green, energy-free speaker crafted from sustainably sourced Colombian wood,” – in other words, an environmentally friendly product.
Group B was given an ad for the same speaker, but with a more generic description that made no mention of the eco-friendly message behind the product, leaving Group A feeling more ‘green-friendly’ than its counterpart group, and even more likely to buy the product and donate to an environmental charity.
“Our research suggests that behaviorally targeted ads are likely to be more lucrative for companies with a large share of a category associated with a personality attribute, such as Whole Foods (being “healthy”) or NorthFace (being “rugged” or “outdoorsy”). This is likely easier to accomplish for lifestyle brands and brands with strong personalities,” the study reported.
“We suggest that the adjustments to self-perceptions produced by behaviorally targeted ads may not only improve sales of the featured product at the time of ad exposure, but also future sales of the product and, potentially, of the entire category.
“Specifically, when consumers accept the label they infer from a behaviorally targeted ad, the extent to which they use these self-perceptions as a basis for making a purchase decision increases.”
The report didn’t, however, make note of what happens to our self esteem when targeted ads don’t mirror our best self, and in fact imply more negative traits like greed or lack of sophistication. In this instance, it’s not a big leap to predict that targeted ads of a less ‘sophisticated’ palate might very well steer our self esteem in the opposite direction.
The report only stated, “The valence of the trait or identity may play a moderating role, with previous research showing that negative social labels have minimal impact”.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]