Behavioral decay

March 18, 2008

(be-hav-ior-alĀ  de-cay) A new term that describes the rate at which a behaviorally targeted experience becomes irrelevant to the recipient. This rate is affected by the perceived value of the targeted experience, the perceived value of the desired outcome, and the degree of consideration involved with the activity.

When developing a targeting campaign, consider the lifespan you should attach to any given experience. Delivering a targeted experience beyond the user determined expectation for that message is not a positive to the recipient, and very well may be a negative.


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