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Promoting a Bank as Trustworthy Elicits Better Response

Phoenix Marketing (Rhineback, NY) studied print and TV advertising from banks for 12 months ending in March 2012.

Ads that “show a company I can trust” lead consumers to conclude that the ads “portray a company I want to be associated with” and “makes me want to start a new relationship or expand my current relationship with the company.”

Financial institutions can demonstrate trustworthiness by portraying themselves as having outstanding customer service and good value. The study analyzed 103,1888 assessments of 493 unique ads made by 29,811 retail banking customers.