http://davetrott.co.uk/2017/01/advertising-as-crossword-clues/?utm_source=rss&utm_medium=rss&utm_campaign=advertising-as-crossword-clues Powered by The Barn Tue, 07 Feb 2017 20:49:26 +0000 hourly 1 https://wordpress.org/?v=6.9 http://davetrott.co.uk/2017/01/advertising-as-crossword-clues/#comment-53294 Tue, 07 Feb 2017 20:49:26 +0000 http://davetrott.co.uk/?p=1605#comment-53294 Thanks Kev. Fascinating stuff. I will watch people closely. The logic follows emotion point reminds me of a time we were working on a campaign approach based on the idea that if we increased desire, that would motivate people to take a particular action. But the psychologists working with us told us the evidence suggested that it was better to increase self-efficacy than desire – people would be more inclined to take the action if they thought that they could do it, and once they proved they could do it, they would want to do it more. A virtuous circle. Conversely, if they didn’t think they could do it, nothing in the world would persuade them they wanted it, because that was a sure fire route to misery. And they were right. I appreciate it doesn’t hold true in every situation, but it did in ours, and it showed me that you can’t just pick any old emotion, you’ve got to pick the right one.

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