Advertising that spurs action
Advertising is in the business of changing consumers’ behavior. The classic approach to this is to first change consumers’ thinking and emotions before we can expect them to take action. This approach is evident in the many one-way messages broadcast by brands with the intention of evoking an emotional response in the audience.
But that approach has not always worked well. Many brands succeed in evoking the emotions of consumer towards the brand, but fail to make them actually take action.
Research in psychology and behavioral science shows that action changes attitude faster than attitude changes action. This understanding underpins what is being called “action-based communication”. It basically sets out to create advertising campaigns that get people to act first, before thinking about building a rational and emotional connection with a brand. Later, their thoughts and feelings will follow, synchronize with their actions and avoid cognitive dissonance.
Tokopedia is a good example of a brand using action-based communication through their latest campaign: Everything starts with Tokopedia. The campaign encourages people to experience for themselves how easily Tokopedia helps them fulfil their daily needs.
Brands need to develop more action-based advertising that involves consumers being part of the brand message.