Triggers and motivation in advertising
Why do some products get our attention and some not? How do some foods shape our habits? Do these products have any similar features and patterns? This book describes a four-step process that builds customer habits. Habit-forming products allow consumers to return regularly without aggressive marketing and expensive advertising.
Ian (name changed) a little over twenty, she lives in Palo Alto and studies at Stanford University. Balanced and sophisticated, which is what one should expect from a student at a prestigious university, she nevertheless suffers from an annoying habit and can do nothing about it – the girl got hooked on Instagram.
This social network for distributing its photos and videos, which Facebook bought for a billion dollars in 2012, has captured the thoughts and feelings of Yen and another 150 million users. The acquisition of the company confirms the growing power of consumer-driven technologies and their enormous value. Of course, the final price of Instagram was the result of many factors, including, as they say, the struggle for its purchase. Essentially, Instagram is an example of a team that knows well not only technology, but also psychology, which offered users an addictive product that has firmly entered their daily lives.
Ian does not understand what is on the hook, although he admits: with the help of a mobile application she takes and places dozens of photos during the day. “It’s just fun,” she says, revising her latest collection of shots that look like they were taken in the late 1970s. – I do not have any problems. I just shoot when I see something worthwhile. I feel that I must fix what is happening, while there is such an opportunity. ”
What made Yen addicted to Instagram? How did this seemingly simple application begin to play such an important role in her life? As we will soon see, habits like this form over time, but the chain reaction leading to the emergence of a habit always starts with a trigger.
Habits do not arise, they are developed
Habits are like pearls. Natural pearls grow in oyster shells, layer by layer, for several years. But why does a pearl suddenly form on the mother of pearl? A trigger for the body of an oyster is a foreign object that has fallen into the shell, such as a grain of sand or a small parasite, around which pearl is deposited.
Habits also require a foundation upon which they will be developed. Triggers become such a basis and an incentive to change behavior.
Think for a moment about your life. What lifted you out of bed this morning? What made you brush your teeth? What prompted you to read this book?
Triggers can take the form of ordinary signals, such as an alarm bell and less explicit, unconscious signals, which can, however, effectively influence our behavior. A trigger is an executive mechanism of action, a grain of sand in a shell, laying the foundation for a pearl. He makes us take certain actions.
Triggers are of two types: external and internal.
Technology for creating shopping habits begins to change behavior, catching the user with a call to action. These sensory stimuli are abundant in our surroundings. External triggers have built-in information that tells the consumer what to do next.