Naked’s Mumbrella360 experiment to be presented at US consumer psychology conference

An experiment in consumer psychology carried out by Naked Communications at last year’s Mumbrella360 had been accepted as a research article for the Society of Consumer Pschology Annual Conference.

Brooke Ward

Brooke Ward

Brooke Ward, Naked’s consumer insights manager, will travel to Las vegas to present the research at the conference next week.

The article – ‘Behaviour Change: Why Action Advertising Works Harder Than Passive Advertising’ – has been jointly authored by Ward, Naked’s global head of behavioural science Adam Ferrier and Deakin University academic Josephine Palermo.

The first day of Mumbrella360 saw four separate streams of the conference all given a different presentation on behalf of the event’s chosen charity Save The Children. A different psychological approach was taken with each audience. The different levels of cash donated per head in each room was then calculated. The highest donations per head came from a group that participated in creating an ad.

After the event, Adam Ferrier wrote a guest post on the experiment explaining his thoughts on why asking people to participate had worked.

Ferrier said of next week’s presentation: “The paper has been written  in the hopes of beginning the discussion about why getting people to interact with a message may be more effective than just having your audience passively receive a message.

“Rather than rely on anecdotal evidence or opinion, we’ve joined forces with the academic world to investigate this further. This may lead to a re-think of how marketers communicate. This thinking around action advertising may provoke advertisers to stop asking what style of passive messaging is most effective, and instead ask – how to develop strong enough insights and ideas to ensure that people choose to interact/participate with the brand.”

The paper will be available after the conference.


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