Clues — Meaning Powers Movement
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Behavior

Joyce's Advertising Process

Buying shapes attitude as much as attitude shapes buying.

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Visualization
HIGHLOW1
Consistency
2
Attitudes
3
Purchasing
4
Habit
What it is

Non-linear model where ads reinforce interest and purchase reduces dissonance.

When to use it

Planning the role of advertising in an existing category.

How to apply

Use ads to support habit + reduce post-purchase dissonance.

Source: Joyce, T.

Related frameworks

Behavior
1
Cue
2
Routine
3
Reward

Habit Loop

Three components of every habit.

Behavior
LOW ← → HIGHLOW ← → HIGH1
High motivation
2
Easy to do
3
Low motivation
4
Hard to do

BJ Fogg's Behavior Model

Behavior = motivation × ability × trigger.

Behavior
1
Belief
2
Behavior
3
Rationalization

Cognitive Dissonance

The gap between what we know and what we do.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.