Advertising Voodoo #1

Incongruous Information = Stopping Power

Incongruous information is a powerful tool for successfully achieving the first element in ad effectiveness – stopping power.

Time is a scarce resource and advertising media are inherently noisy environments. You have only a second or two – at best – to grab a the attention of your audience long enough to deliver your message and achieve understanding. It is the same for print, broadcast and online media, but I’m going to primarily focus on print advertising as the example in this post.

Incongruous information involves hitting your audience with information or imagery that doesn’t quite jive with their expectations. This causes readers to stop turning the page and spend time on the ad to try to understand and classify it. We are all familiar with the concept of “standing out”, but this post takes a shallow dive into the psychology and neuroscience behind ads that stand out effectively.

Classic use of incongruous information in TV ads is the Energizer Bunny campaign. You think you seeing just another boring ad when suddenly, a pink rabbit banging on a drum enters the room.

The Technical Explanation (or pay-dirt for consultants)

The definition of incongruous information gets a little technical. I’m sorry, but at least you’ll have some complicated-sounding bonus terms in your pocket you can use to dazzle your client or boss and sell them on your shiny new ad concept.  If you’re a consultant, you’ve just hit pay dirt.

Incongruous information (bonus term) is information characterized by inconsistency. A more common explanation is information that is unexpected or doesn’t fit with a person’s preconceptions. Those preconceptions can relate to any current knowledge, attitude, emotion, and most importantly for advertising, expectations.

Information incongruency causes cognitive dissonance (another bonus term). Cognitive dissonance is a psychological term that describes the uncomfortable, but unconscious, tension that comes from holding two conflicting cognitions (bonus term meaning thoughts) at the same time. This theory holds that these conflicts compel the mind to acquire or invent new thoughts or beliefs, or to modify existing beliefs, in order to minimize the amount of dissonance (conflict) between cognitions.

Now here’s the non-technical explanation:

  1. The brain doesn’t like when it encounters things that don’t fit into one of it’s buckets.
  2. When something doesn’t fit, your brain is compelled to spend time on it either to figure out why it doesn’t fit or to convince itself that it does fit.
  3. Either way, whatever that “it” is, your brain has to focus attention on it to comprehend it and make it fit.

To make “it” fit, your brain has to modify it’s preconceptions to accept the new information.  You can see the value here – after all, the goal of advertising is to modify preconceptions and get our audience to accept our new products. In advertising we call this “gaining mind share.” (duh)

Go to part two: Advertising Voodoo #2: Information Incongruency Applied

Advertising VooDoo Series

Advertising VooDoo is a series of articles that explore neuroscience and psychology of what makes advertising work.

Further Technical Reading:

Neural correlates of incongruous visual information. An event-related fMRI study.

Role of Incongruity and ‘Aha’ Effect in Positive Affect Experienced from Visual Metaphors

The Quality of Your Site = The Quality of Your Company

 We’ve heard it all before.  Your website is often the first contact a potential customer has with your company.  Here are five studies that confirm the importance of that first encounter and the effect your site’s quality has on your brand.

Perception is Everything

“Testing of our model shows that the most important constructs for increasing initial trust in our experimental context are branding and website quality.”
Journal of Management Information Systems (JMIS), Vol. 24, No. 4, pp. 199-224

“Retail brand trust, off-line patronage, clothing involvement and two factors of website quality (usability and information quality, visual appeal and image) were found to significantly influence online apparel shopping intention. ”
Influences of retail brand trust, off-line patronage, clothing involvement and website quality on online apparel shopping intention

“The hypotheses predicted that IT-mediated signals of quality, coupled with expectations and attitude, would affect a consumer’s perception of organizational quality and influence their behavioral intention (i.e., whether or not they would do business with the organization). Results from this study indicate that students expected more from the websites  of IT proficient organizations and were more accepting of websites from organizations with a low IT proficiency. These results further develop signaling theory and have significant implications for IT-proficient organizations that must meet a higher standard when creating a website. Such an organization may unknowingly send a signal of low quality if consumers believe its website does not meet expectations.”
Investigating IT Proficiency and Website Characteristics as Signals of Quality: Guilt by Association?

“A survey of 701 eBay users is conducted which compares the price premiums of two nearly identical online auction businesses, one that has online auction listings with a perceived high quality and the other that has substantially lower perceived quality. Results of this study indicate that website quality can explain 49% of the variation in the trust for eBay sellers. In fact, it shows that sellers with good website quality are all perceived to be equally trustworthy regardless of their eBay reputation; whereas sellers with poor website quality are not perceived to be trustworthy even if they have a high eBay reputation score. The results also show that the trust resulting from increased website quality increases intention to transact and results in price premiums of 12% (on average) for sellers with higher quality listings.”
Journal Electronic Commerce Research Published online: 24 February 2010

“This study concludes that website information quality is the most important factor in enhancing relationship length, while website system quality and service quality contribute a lot to relationship depth and breadth.”
Total Quality Management & Business Excellence, Volume 20, Issue 9 2009 , pages 971 – 988

“Website quality has a direct positive impact on the satisfaction dimension of relationship quality; (2) satisfaction dimension has a direct positive impact on both trust and commitment dimensions”
The Impact of Website and Offline Quality on Relationship Quality