Equi London: Ad Behaviour & Psychology

The psychology:This leverages the Identity Hook by aligning the speaker with viewers who value honest recommendations, creating instant relevance. The Past-Self Open principle activates Social Proof and Authority Transfer, as the speaker positions themselves as a credible, experienced user rather than a detached advertiser. This combination makes viewers more receptive and curious about the upcoming explanation, increasing engagement.

The psychology:This leverages Relatability Setup by tapping into shared lived experiences and emotional states, making the viewer feel understood and less alone. The Disclosure Effect enhances trust and connection by showing vulnerability, while Emotional Contagion helps the viewer resonate with the speaker's feelings. Together, these principles deepen engagement by transforming the speaker from a distant narrator into a relatable individual facing real challenges.

The psychology:This leverages Identity Pain by framing the problem as a threat to the viewer's self-image and personal standards, which naturally triggers emotional engagement. The Specificity Bias in detailed physical descriptions makes the issue tangible, while Emotional Resonance deepens the connection, making viewers empathize and feel compelled to understand or resolve this internal conflict.

The psychology:This leverages the Story Continuation principle by maintaining narrative momentum, which sustains viewer engagement through a coherent and relatable storyline. It also uses Personalization Effect by sharing intimate, everyday moments that foster empathy and trust. Together, these principles make the viewer feel involved and invested in the speaker's journey, increasing attention and receptivity.

The psychology:This leverages the Specificity Bias by providing exact details about the dosage and timing, making the product feel tangible and credible. It also uses the Social Proof principle, as the speaker's personal experience with a busy lifestyle reassures viewers that the product fits into real-life constraints. Together, these principles reduce skepticism and increase the viewer's belief that they too can realistically use the product.

The psychology:This leverages the Contradiction Reveal principle by exposing a direct conflict between common beliefs about menstrual symptoms and the creator's reality, which surprises the viewer and disrupts their mental model. It also taps into the Surprise Effect, making the viewer more attentive and engaged as they process this unexpected information. Together, these principles compel the viewer to pay closer attention and reconsider their preconceived notions.

The psychology:This leverages Identity Alignment Validation by connecting the product to the viewer's self-concept as someone who values health and sustainable habits, increasing trust and relatability. The Transparency Effect reduces skepticism by openly admitting other efforts, which enhances credibility. Together, these principles make the viewer more receptive because the product feels authentic and congruent with their identity.

The psychology:This leverages the Cost/Benefit Shift by prompting viewers to reassess the true value of the product, emphasizing multiple benefits that outweigh potential costs. The Specificity Bias is engaged through the checklist format ('ticks the boxes'), making the benefits concrete and credible. This combination reduces skepticism and increases perceived utility, making the viewer more likely to accept the product's value.

The psychology:This leverages Identity Alignment by connecting the viewer's self-concept with the product through the speaker's authentic endorsement. The use of Social Proof is evident as the speaker's enthusiastic recommendation signals trustworthiness and effectiveness. Additionally, the Reciprocity principle is subtly invoked by the speaker thanking the corporation, which encourages viewers to respond positively. Together, these principles make the viewer more likely to internalize the message and feel motivated to engage with the product.