What drives consumer activation?

What drives consumer activation?

How do we get people viewing your advertising to perform a target behaviour? Often when we talk about activation in the out-of-home industry we’re talking about the practicalities of digital OOH screens. Adverts can be activated to only appear on certain times of the day, or to react to the weather. Another aspect of activation worth noting though is the process of activating people. How do we get them to perform a target behaviour – be it making a purchase or visiting a store/website? The Theory Dr B.J Fogg is the Director of the Behavioural Labs at Stanford University and he has spent his whole career studying what gets people to act. According to him in order to get someone to perform a target behaviour they must: be sufficiently motivated & have the ability to perform the behaviour. They also need a trigger, something to prompt them to act (your advert!) According to Fogg you could chart this, with motivation on the y axis and ability on the x axis – imagine a theoretical line of activation. Ultimately you want both motivation and ability to be high so people are past that line of activation and in a position to act. Of course it’s worth noting that motivation and ability is fluid based on context – there’s no use seeing an activation ad for a Starbucks coffee on your tablet when you’re at home about to go to sleep on a Saturday night, but seeing it on a digital panel during your morning commute is ideal! The Study According to Dr Fogg motivation and ability are each driven by...