Why ads featuring home concepts are so effective
We are all vulnerable to some types of persuasion and the reason why ads featuring home concepts have become so popular might be linked to our own anxiety levels, according to a new study.
Steve Posavac, E. Bronson Ingram Professor of Marketing at Vanderbilt’s Owen Graduate School of Management found that there is one certain type of anxiety in particular that caters to these of commercials.
Posavac showed that the ads are more effective when viewers suffer from elevated symptoms of Adult Separation Anxiety Disorder.
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“Importantly, our research suggests a vulnerability to persuasion among those with adult separation anxiety disorder symptoms that goes beyond simply the appeal of a product itself,” Posavac and co-author, psychologist Heidi Posavac, write. “Featuring the concept of home as an advertising theme leads to more favorability towards the persuasive attempt.”
So what kind of ads is Posavac talking about? Superbowl commercials for Budweiser or Jeep are just some among the many, but you can also think about airlines that advertise coming home to your loved ones.
But what is Adult Separation Anxiety Disorder? According to psychologists, ASAD is a condition in which an individual has excessive anxiety regarding separation from places or people to whom he or she has a strong emotional attachment.
Moreover, according to some estimates, in the US alone, the incidents of ASAD is estimated to be 6.6 percent, but a much higher percentage may experience symptoms.
In a study conducted at Vanderbilt Business’ Behavioral Research Lab, participants completed a questionnaire to measure ASAD published by the American Psychiatric Institute.
Later, they read an internet advertisement for a fictitious airline: one version incorporated a theme of “coming home to family,” the other promoted a message of “seeing new things.” Participants with high ASAD symptoms had more favourable attitudes toward the home-themed ad, while those with little to no symptoms offered no preference.
The study shows that there is a large marketing opportunity but Posavac warns that while ads featuring home concepts might boost sales, they could be detrimental to the people suffering from ASAD.
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“Whether in individual treatment sessions or with a psychoeducational approach, individuals experiencing chronic adult separation anxiety may be well served by clinicians who help to inoculate them against the possibility of coming under undue influence by savvy marketers,” the authors write.
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