New or complex ideas are easier understood through existing ones
If you’re launching something new that’s very different to what’s already out there, a story told through existing knowledge will help bridge the gap.
Chang & Yen (2013). Missing ingredients in metaphor advertising. Journal of Advertising
The study
408 people were shown one of three versions of a shampoo advert. The control just had the words “Say bye-bye to your dandruff” with an image of a couple. The two metaphor versions both had “You may erase anything unwanted” with either an eraser (implicit) or the bottle of shampoo (explicit) rubbing out words on a blackboard.
Results showed greater purchase intentions for the product with either metaphorical ad.
Chang & Yen (2013). Missing ingredients in metaphor advertising. Journal of Advertising
Key Takeaways
Leverage our existing understanding of the world for new ideas or concepts. Complicated ideas are best understood through existing ones. What analogies can you draw that your customers can relate to?
Metaphors come in different flavors:
Juxtapositions: two images next to one another;
Fusions: mixing two concepts into a single one; or
Replacements: switching one thing for another.
Just make sure that you harness real world understanding to help ground your new idea.
In further detail
New or complex ideas are easier understood through existing ones
If you’re launching something new that’s very different to what’s already out there, a story told through existing knowledge will help bridge the gap.
Chang & Yen (2013). Missing ingredients in metaphor advertising. Journal of Advertising
The study
408 people were shown one of three versions of a shampoo advert. The control just had the words “Say bye-bye to your dandruff” with an image of a couple. The two metaphor versions both had “You may erase anything unwanted” with either an eraser (implicit) or the bottle of shampoo (explicit) rubbing out words on a blackboard.
Results showed greater purchase intentions for the product with either metaphorical ad.
Chang & Yen (2013). Missing ingredients in metaphor advertising. Journal of Advertising
Key Takeaways
Leverage our existing understanding of the world for new ideas or concepts. Complicated ideas are best understood through existing ones. What analogies can you draw that your customers can relate to?
Metaphors come in different flavors:
Juxtapositions: two images next to one another;
Fusions: mixing two concepts into a single one; or
Replacements: switching one thing for another.
Just make sure that you harness real world understanding to help ground your new idea.
In further detail
New or complex ideas are easier understood through existing ones
The study
408 people were shown one of three versions of a shampoo advert. The control just had the words “Say bye-bye to your dandruff” with an image of a couple. The two metaphor versions both had “You may erase anything unwanted” with either an eraser (implicit) or the bottle of shampoo (explicit) rubbing out words on a blackboard.
Results showed greater purchase intentions for the product with either metaphorical ad.
In detail
By making abstract facts more relatable and personal, we create a powerful opportunity to change perceptions and behaviour. This campaign is a great example.
Read moreA new part of Coglode where you can read stories about how combinations of behavioural insights are used to make new and better experiences in the real world.
Read moreScarcity
We value things more when they’re in limited supply
Social Proof
We copy the behaviors of others, especially in unfamiliar situations
Prospect Theory
A loss hurts more than an equal gain feels good
Reciprocity
We’re hardwired to return kindness received
Framing
We make very different decisions based on how a fact is presented
Loss Aversion
We feel more negative when losing something than positive when we gain it
Self-Expression
We constantly seek out ways to communicate our identity to others
Default Effect
We tend to accept the option pre-chosen for us
Anchoring
What we see first affects our judgement of everything thereafter
Autonomy Bias
We have a deep-seated need to control our situations
Fast & Slow Thinking
We make knee-jerk spontaneous decisions that can cause regretful damage
Status Quo Bias
We tend to stick with our previous choices, even if the alternatives might be better
Dynamic Norms
We’re more likely to change if we can see a new behavior developing
Salience
Our choices are determined by the information we're shown