Benefits are sought by everyone.

b1 Advertisers are benefit-promisers. As consumers, we are benefit-seekers
b2 If we have a "good," we seek to KEEP it.___________Protection
b3 If we have a "bad," we seek to GET RID of it._______Relief____
b4 If we do not have a"good," we seek to GET it.______Acquisition
b5 If we do not have a "bad," we seek to AVOID it._____Prevention

b1 Advertisers are benefit-promisers. As consumers, we are benefit-seekers

Focus first on our own benefit-seeking behaviors. Don't put all the blame on others -- on advertisers and politicians -- for many of the problems often related to persuasion. No scapegoats! Recognize our own active participation in the transaction of persuasion.

If we seek benefits, then expect persuaders to promise them. In exchange, of course, for giving them our money, our time, or our vote. Start with this basic premise: All people are benefit-seekers.

To clarify this broad generalization, consider these two more specific factors: (1) our perception of a benefit, of what we see as a "good" or as a"bad"; (2) our possession of a benefit, whether we have it, or do not have it. Then, sub-dividing this broad generalization ("All people are benefit-seekers"), these more specific parts can be illustrated by a 4-part chart (good/bad, have/have-not) with the quadrants illustrating our four basic benefit-seeking behaviors. Click either on the graphics or on the links, for very specific examples how these ideas can be applied to ads.

PROTECTION

If we HAVE a "good,"
we seek to KEEP it.

RELIEF

If we HAVE a "bad,"
we seek to GET RID of it.

ACQUISITION

If we do NOT HAVE a"good,"
we seek to GET it.

PREVENTION

If we do NOT HAVE a "bad,"
we seek to AVOID it.