Intrinsic motivation is effective in marketing
Marketing campaigns should appeal to consumers’ intrinsic motivation rather than focusing on rewards. Advertising should therefore primarily tell the stories of people who use a product or service out of an inner drive, rather than because they expect a specific benefit from it. This is shown by a study from the University of Sydney. According to the researchers, this insight is particularly helpful for campaigns promoting the COVID-19 vaccine.
Intrinsic motivation is very important in marketing. Here, advertisers appeal to consumers' emotions and rely on their inner drive. This is especially crucial when advertising tells a story. Customers thus find out what personally motivates them to make a purchase. They thus have an active role and a stronger affinity for the products. In contrast, reward effects, i.e. extrinsic motivation, often seem very contrived and inauthentic," explains marketing expert Felix Murbach in an interview with the news portal Pressetext.
Over five different studies, the researchers analyzed which motivations have the greatest impact in a campaign. In one study, for example, they showed 163 participants a story sentence by sentence in which the personal motivation of the main character was clear. Across the five analyses, it was shown that people are more attentive to such campaigns and identify more with the offer than with mere promises of a reward.
Potential for Corona vaccination
Campaigns that address intrinsic motivation are particularly effective in certain marketing areas, such as appeals for donations. This method is also promising for advertising the Corona vaccination. According to study leader Tom van Laer, it should feature people who get vaccinated on their own initiative, for example, to protect their family. "If the audience understands the intrinsic motivation of the characters, it transfers better to the audience," van Laer says. (pte)
