Advertising Excellence through Social Influence and Intrinsic Motivation Stages
DOI:
https://doi.org/10.47604/ijsmp.3582Keywords:
Advertising, Effectiveness, Integrated Marketing Communications, Social Influence, Intrinsic Motivation, Self-Determination Theory, Consumer PsychologyAbstract
Purpose: This study examines advertising effectiveness within Integrated Marketing Communications (IMC) by integrating Kelman's social influence theory with Ryan and Deci's self-determination framework. The research addresses a theoretical gap by moving beyond stage-based models to explain the psychological processes underlying how and why consumers respond to advertising messages.
Methodology: Drawing upon ten years of systematic evaluation, this study identifies enduring qualities of advertising effectiveness observed across outstanding campaigns. Expert judges with academic and professional marketing expertise evaluate how well each advertising quality aligns with four integrated stages of social influence and intrinsic motivation. The analysis employs established criteria from both theoretical frameworks to assess the motivational depth and engagement of the qualities.
Findings: The results demonstrate that advertising excellence emerges from guiding consumers through progressive stages of motivational engagement rather than relying on isolated persuasive tactics. Compliance-oriented strategies (urgency, repetition) prove effective for immediate behavioral activation, but they have limited impact at deeper motivational levels. Qualities that reflect empowerment, self-belief, and meaningful reflection achieve the highest relationship with internalization and intrinsic regulation stages, and they provide sustained consumer engagement.
Unique Contribution to Theory, Practice, and Policy: This research contributes to marketing theory by synthesizing Kelman's social influence framework with Ryan and Deci's self-determination theory, offering a unified model for understanding advertising effectiveness across motivational stages. For practitioners, the findings provide strategic guidance for sequencing advertising messages to progress audiences from compliance to commitment. From a policy perspective, the integrated framework supports ethical advertising practices that foster genuine consumer engagement rather than manipulative persuasion tactics.
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Copyright (c) 2025 Jack A. Lesser, PhD, Michael Theisen
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