Theoretical approach synthesis
| Awareness, Trial and Reinforcement (ATR) Framework | Stages of addiction framework | Sample marketing strategies |
| Gaining awareness of a brand | Marketing cues connecting lifestyle imagery with product use (including paid product placement, native advertising and endorsements among influencers and lifestyle accounts); event sponsorship | |
| Making a first or trial purchase | Transition from nonuse to ‘near-addictive’ use | Demonstrations of how to use the product, product sampling; product giveaways, branded merchandise giveaways, discounts |
| Being reinforced into developing and keeping a repeat buying habit. Regular users may or may not be addicted to the product. | Transition from ‘near-addictive’ to ‘addictive’ use | Loyalty programmes to encourage more frequent purchases, honouring loyal users with coupons, larger unit packaging, daily engagement messaging featuring shopping deals |
| Transition from ‘addiction’ to cessation or nonuse | Appeals to quit addictive products or facilitating opt out options |