Action Based Advertising: The effects of behaviour change on attitudes
The philosophy of ‘action changing attitude faster than attitude changing action’ is one I’ve beleived in for many years, and one with a lot of psychological research underpinning the belief. I’ve studied it a little, and written about it a lot. Now, a young student has done a brilliant thesis on the subject. Read Jóhannes Páll Sigurðarson’s thesis from Copenhagen Business School if you want to understand all about ‘action based advertising’, and the psychological underpinnings of this style of communications.
Here’s a link, Action-based advertising The effects of behaviour change on attitudes