Ancestral Supplements: Ad Behaviour & Psychology

The psychology:This leverages Unexpected Fact Start by creating cognitive dissonance: the brain expects “supplements exist at the store,” but the line says “there is no supplement.” That dissonance triggers a need for resolution, so the viewer stays to find the explanation and how the claim can be true.

The psychology:This leverages Hidden Problem by implying the viewer’s current approach likely misses the real bottleneck: bioavailability, not just vitamin/mineral quantity. The phrase “most bioavailable form” creates a cognitive tension that the viewer can’t resolve without hearing the next step, because it suggests their current assumption about what matters is incomplete.

The psychology:This leverages Feature Salience via a Feature Cascade: each short claim (“No added hormones. No antibiotics. Grass-fed.”) is easy to register and remember, so the viewer mentally accumulates evidence fast. It also uses Purity/Contamination Aversion—by explicitly negating common “bad” ingredients, it reduces perceived risk and triggers relief. Finally, the absolute phrasing “as pure as it can possibly be pure” activates Certainty Bias, making the promise feel maximally trustworthy and leaving less room for doubt.

The psychology:This leverages Cost/Benefit Shift by making the viewer mentally compare outcomes: the “eat your liver” option signals high cost, while “give these guys a try” signals a lower-cost alternative. That comparison triggers Loss Aversion (avoid the painful option) and Decision Simplification (two clear choices), which makes the next action feel obvious and low-risk.

The psychology:This leverages the Curiosity Gap by creating an unfinished prompt (“You…”) that the brain can’t resolve yet. It also uses Completion Bias: viewers feel compelled to keep watching to complete the missing clause and get the intended meaning.