Means-end Theory, Visual verbal imaging
The means-end theory of decision-making is the foundation of motivation research. This theory of decision-making has been employed for more than 50 years by some of the most successful marketers and communicators in the world to design strong and convincing campaigns. The means-end theory incorporates the two most important aspects of effective persuasion, which are an awareness of the personal values held by the audience in question and an awareness of the emotional connections that bind those values to a particular choice.
The means-end theory states that individuals make decisions regarding a product, service, or problem in a way that taps into four dimensions: qualities, benefits, emotions, and personal values. This idea is well based in academic research and marketing literature.
The combination of logical and emotional aspects, together with a focus on one’s own interests, is what makes motivations work. When individuals have the perception that a choice would assist them in the actualization of their ideals, the decision is said to have a greater personal relevance for such people. Through the use of a “rational-emotional” link, which is tied to a specific choice or call to action, the Motivation Research technique that Artemis Strategy Group provides to its customers makes it possible for them to accomplish successful persuasive communication.
consumer to a desired end state. It is a basis of a model called MECCAS = means end conceptualization of Components for Advertising Strategy. The five elements stated in the model are as follows:
- Products Attributes
- Consumer Benefits
- Leverage Points
- Personal Values
- Executional Framework
Types of personal values
|
Equality |
Inner peace | Self-fulfillment | Wisdom |
| Excitement | Mature love | Security | Happiness |
| Freedom | Personal accomplishment | Self-respect | Comfortable Life |
| Fun, exciting life | Pleasure | Sense of belonging | Social Acceptance |
E.g.: Means-End Chain for Milk
| Attributes | Benefits | Personal Values |
| Low Fat | Healthy | Self-Respect |
| Wisdom | ||
| Calcium | Healthy Bones | Comfortable Life |
| Wisdom | ||
| Ingredients | Good Taste | Pleasure |
| Happiness | ||
| Vitamins | Enhanced ability | Excitement |
| Pleasure | ||
| Fun |
Verbal vs. Visual Imaging
- Verbal: The greater emphasis is given on words in some of the advertisements in order to evoke the response from the target market
- Visual: The visual imagery is considered to be more effective than the verbal message. Visual imagery is stored both as pictures and words in brain and this dual processing increases recall level. Also the visual imagery is considered to be a universal language for the advertisers as an image will depict the same thing for audience belonging to different geographical and cultural settings. However the meaning of a word maybe different for different people. In this respect, the visual imagery is very effective.
