#consumer-psychology

2 notes tagged “consumer-psychology”.

• Customer research for ad creative — generations, micro-moments, emotionsSarah Levinger's customer-reality research (the "customer cake") — generational context (information, money, life stage, trust), micro-moments when the problem surfaces, and emotional mapping (valence/intensity, private vs social, acute vs chronic) — with where to find each, plus review-mining shortcuts from Dara Denney and Emily Hickey.
• The 16 human desires as ad anglesSteven Reiss's 16 basic desires (acceptance, curiosity, eating, family, honor, idealism, independence, order, physical activity, power, romance, saving, social contact, status, tranquility, vengeance) as a menu of ad angles with brand examples, the five Dara Denney finds most effective on Meta, and how to pick and iterate on one.