Anais

Resumo do trabalho

Marketing · Comportamento do Consumidor

Página inicial Resumos em sequência

Título

PSYCHOLOGICAL TRIGGERS AND CONVERSION IN DIGITAL ADVERTISING: EVIDENCE FROM AN EXPERIMENT IN THE SOLAR ENERGY SECTOR

Baixar PDF Sessão completa

Palavras-chave

Digital Marketing Psychological Triggers Solar Energy

Agradecimento: Os pesquisadores agradecem à Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Autores

Marcos Solon Xavier Rodrigues Filgueira
Joao Lucca Da Costa

University of Kent
Diogo de Menezes Cortês Bezerra

UNIVERSIDADE FEDERAL DO RIO GRANDE DO NORTE (UFRN)
Kleber Cavalcante de Sousa

UNIVERSIDADE FEDERAL DO RIO GRANDE DO NORTE (UFRN)
João Florêncio da Costa Júnior

UNIVERSIDADE FEDERAL DO RIO GRANDE DO NORTE (UFRN)

Resumo

Introdução

This study analyzes how different psychological triggers influence conversion in digital advertising campaigns within the solar energy sector. It integrates persuasion psychology fundamentals with digital marketing practices, aiming to provide empirical evidence applicable to small Brazilian businesses operating in strategic markets for national energy transition.

Problema de Pesquisa e Objetivo

How do different psychological triggers impact the performance of digital campaigns in terms of engagement and conversion? The objective is to empirically evaluate the effectiveness of four triggers, authority, scarcity, social proof, and reciprocity, using controlled Meta Ads campaigns in the solar energy sector, focusing on small businesses.

Fundamentação Teórica

The study is grounded in Cialdini’s (2021) principles of psychological triggers, highlighting how automatic heuristics shape consumer decisions in saturated digital environments. It focuses on authority, scarcity, social proof, and reciprocity triggers, analyzing their effects in applied digital campaign contexts. Recent studies reinforce the importance of investigating how these stimuli influence engagement and conversion on platforms such as Meta Ads.

Metodologia

An experiment was conducted using eight Meta Ads campaigns applying four psychological triggers under controlled conditions, with standardized segmentations and settings. Quantitative data were analyzed using Power BI, considering initiated conversations, reach, impressions, and cost per result. The approach combined qualitative and quantitative techniques.

Análise dos Resultados

Social proof achieved the best performance in conversions and the lowest cost per result, followed by reciprocity and authority. Scarcity showed the weakest results. Findings confirm that trigger effectiveness varies according to context, creative execution, and audience familiarity with the brand, reinforcing the importance of strategic alignment.

Conclusão

The research demonstrated that strategically applied psychological triggers significantly influence digital advertising outcomes. Social proof emerged as the most effective stimulus. Findings contribute to paid traffic management and to developing more effective, ethical, and consumer-centered strategies within the solar energy sector.

Contribuição / Impacto

The study bridges theory and practice in digital marketing, offering a replicable experimental model for small businesses in emerging markets. It provides managerial insights on the efficient use of psychological triggers, with implications for public policy development, training programs, and strengthening local businesses .

Referências Bibliográficas

Cialdini, R. B. (2021). As armas da persuasão 2.0: edição revista e ampliada (E. Barreiros, Trad.; 1. ed.). São Paulo: HarperCollins.
Ferreira, G. (2019). Gatilhos mentais: o guia completo com estratégias de negócios e comunicações provadas para você aplicar. São Paulo: DVS Editora.
Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Essex: Pearson Education Limited.
Shotton, R. (2018). The choice factory: 25 behavioural biases that influence what we buy. London: Harriman House.

Navegação

Anterior Próximo