Means-end Theory, Visual verbal imaging
- Motivation What the study is based on is the means-end theory of decision-making. This idea has been used by some of the world’s best marketers and communicators for more than 50 years to make campaigns that move people. If you want to persuade someone, the two most important things you can do are learn about their personal values and understand how those values affect their decision-making.
- A lot of research in academia and marketing has led to the means-end theory. It says that people pick a thing, a service, or an issue based on four things: features, benefits, feelings, and their own values.
- Things that are important to a person drive them, and these drives are based on both reason and emotion. People make choices that are more important to them when they believe that those choices will help them live out their values. For example, Artemis Strategy Group’s Motivation Research method helps clients use “rational-emotional” links to get people to decide or do what they’re asked to do.
- Based on the means-end theory, an ad needs to have a message or a way to get people to where they want to go.
- Products Attributes that are good for customers
- Important Points
- Framework for Execution of the Values of the Person
- Visualization vs. Speaking out loud
- Verbal: Some ads depend more on words to get the attention of the people they want to see them.
- People believe that pictures work better than words. Our brains store visual information as both pictures and words. This makes it easier for us to remember. Advertisers also see pictures as a language that everyone can understand because they can say the same thing to everyone. But every person has their own idea of what a word means. This is one way that the pictures work really well.