This archive report was first published on 31 July 2019.
With the constant bombardment of information in modern life, advertisers face a significant challenge in getting their messages across to consumers. According to psychologists, there are two primary ways to grab attention: flashing objects and things that match our goals.
However, recent research by Brian Anderson, Patryk Laurent, and Steven Yantis has provided advertisers with a third tool in their arsenal. People are attracted to items they value, and our brains will immediately recognize a symbol or picture associated with something we value.
For instance, if we value a particular political party, advertisers can show similar shapes with similar color schemes to grab our attention for their products or services. The same applies to religious affiliations or sports teams.
Take the example of Kiva.org, a peer-to-peer lending website with its African headquarters in Nairobi. In 2009, Kiva emerged as a competitor to other lending websites, but they stood out and survived because they were able to grab the attention of consumers.
By partnering with influential figures such as Oprah Winfrey and former US President Bill Clinton, Kiva was able to leverage the powerful association of these brands to attract attention and outshine their competitors.
Today, the world's most successful firms use affiliation values marketing to grab the attention of their target customers. By discovering the deep values of their target audience and using this technique, advertisers can reap the rewards and stand out in a crowded market.
