How common is Competence Restoration in video ads?

Competence Restoration appears in 26% of the 172+ video ads decoded by Heista. It is most common in Real Estate ads (67%).

Which hooks trigger Competence Restoration?

The hooks most commonly associated with Competence Restoration are Direct question hook, Tribe call-out, Curiosity spike. These hooks activate the competence restoration mechanism as their primary psychological driver.

Psychological Mission / 26% of ads

Competence Restoration in Advertising

Addresses the viewer's feeling of inadequacy by providing mastery tools. Restoring competence feels rewarding.

Frequency Across All Ads

26%of 172 decoded ads

45 ads activate Competence Restoration

Which Verticals Use It Most

Real Estate67%

Info Products & Courses59%

Tech & Gadgets53%

SaaS & Software50%

Education & Courses33%

Sports & Outdoors24%

Pet24%

Health & Supplements22%

Which Hooks Trigger This Mission

From hookPsychCross data: hooks most associated with Competence Restoration activation.

Direct question hook10 ads

Tribe call-out7 ads

Curiosity spike3 ads

Data point start3 ads

Contradiction hook3 ads

Open loop statement3 ads

See all hook types and their psychology →

Related Missions

Belonging Signal Meaning Making Threat Reduction Hope Projection Empathy Connection

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Frequently Asked Questions

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Why Ads Work

All 16 psychological missions ranked by frequency.

Ad Hooks

Hook types that trigger this psychology.

Psychology Glossary

Academic definition of Competence Restoration.

Ad Formulas

Full ad structures that deploy psychological missions.

Ad Decoder

See Competence Restoration in a decoded ad.

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