Coco & Eve: Ad Behaviour & Psychology

The psychology:This leverages the Curiosity Gap by presenting an incomplete concept that the brain wants to resolve, and the Open Loop effect by creating a mental tension that can only be relieved by continuing to watch. The viewer's mind is engaged in filling the information gap, making it difficult to look away until the loop is closed.

The psychology:This leverages the Relatability Bias by referencing shared experiences and emotions, which lowers psychological distance and builds trust. The use of self-deprecating humor activates the Social Bonding principle, making the speaker seem authentic and likable. Together, these principles engage the viewer by making them feel understood and connected, increasing their receptiveness to the message.

The psychology:This leverages Inefficiency Pain by making viewers aware of the time and effort they might be wasting, which creates a subtle frustration. It also uses Specificity Bias by offering a concrete, easy action ('a little bit of colour on my face') that feels achievable, increasing the viewer's motivation to adopt the solution. Together, these principles make the viewer more receptive to the advice as a way to reduce daily friction.

The psychology:This leverages Specificity Bias by focusing on a precise feature—the mist being suitable for sensitive skin and non-comedogenic—which feels credible and trustworthy. The practical tip about using a cotton bud activates the Practicality Effect, making the advice actionable and easy to implement. Together, these principles increase the viewer's confidence in the product's suitability and ease of use, making them more likely to pay attention and consider trying it.

The psychology:This leverages the You're Not Alone principle by explicitly showing that the creator experiences the same everyday reality as the viewer, which reduces feelings of isolation or uniqueness in their struggles. It also taps into Social Proof by modeling a behavior that others might feel hesitant about, encouraging viewers to feel more comfortable with their own no-makeup days. Together, these principles create a comforting connection that keeps viewers engaged and emotionally aligned with the creator.

The psychology:This leverages the Authority Transfer principle by positioning the speaker as an expert with full development, which increases trust. It also uses the Commitment Escalation principle, as viewers who accept this claim are more likely to stay engaged to learn from a credible source. The Expertise Claim taps into Social Proof implicitly, suggesting that being 'fully developed' is a recognized standard of mastery that viewers respect.

The psychology:This leverages the Hopeful Close principle by ending on an optimistic and pleasant note, which enhances the viewer's emotional state and leaves a positive lasting impression. The friendly, casual language also taps into Social Connection, making viewers feel personally addressed and valued, increasing their likelihood to return or engage further.