Good afternoon readers, welcome back! Did you get excited after reading our The 7 Drivers of Motivation and How It is Reflected in Advertising (Part 1)? In this blog, we continue with the last four basic motivational drivers and how advertisers leverage them to persuade consumers to buy their products.
Carrots and Sticks
This method is considered the most well-known and most popular way to incur consumers to buy the products and develop a long-term relationship with the brand. Have you ever entered your name into a drawing to win a car? How about getting a stamp everytime you purchase a coffee and after 5 purchases, you’ll get a free one? To effectively use the “carrots and sticks” method, the two main keys are that brands don’t reward consumers every time and consumers are more motivated when they are closer to the goal.
Imagine you’re driving down the road and there’s an accident ahead. You tell yourself not to slow down and look (don’t become a rubbernecker!), and yet you feel the irresistible urge to do exactly that. Being fascinated by danger is one of our basic instincts. Instincts are strong and largely subconscious. They affect our behavior. Knowing this, advertisers lean on human instincts to get consumers to buy products. For example, knowing people are more motivated by fear of losing than the possibility of gaining something, advertisers show the car is wrecked in an auto insurance commercial rather than the potential insuree getting a new car.
The Desire for Mastery
Similar to the “carrots and sticks” method, humans are drawn to learn and master skills and knowledge. Specifically, certain situations encourage a desire for mastery while others discourage it. Sports brands often play inspirational commercials of an individual reaching the line of a marathon or conquering a difficult sport because people will be more motivated to master something if they feel it is difficult to do so.
Tricks of the Mind
This last one is a little bit less obvious. Think of the time something appears in front of your eyes yet it’s very different than what it really is. It is a visual illusion. However, there is also a cognitive illusion. There are several biases in how we think. Our brains are wired to jump to quick conclusions. Believe it or not, people are more likely to do something if you can get them to phrase it as a question to themselves than if you get them to say a declarative statement. Cue the iconic “Got Milk?” advertising.
Now that you’ve learn all about the seven basic drivers of motivation, we hope that you try to apply them to your advertising and marketing efforts. If you need more help getting consumers to purchase your products and building long-term relationships with your brand, feel free to reach out to us. BRICK is here to help bring your business to the next level.