cognition

• Article

Creative that Converts: A Neuroscientific Approach to Creative Effectiveness

• Article

Positivity Performs: Ad Environments’ Critical Role in Media Planning

• Research & Data Quality
• Article

Decoding AI’s Bias: What Loss Aversion Means for Advertising Research

• ARF
• Psychology of GenAI

This experiment, part of the ARF’s “Psychology of Gen AI” series, reveals how models like ChatGPT not only replicate human cognitive biases, such as loss aversion, but also compress variability into uniform patterns. This raises concerns for advertising researchers who rely on authentic insights into consumer behavior.

• Article

The Psychology of Gen AI: The Bias Beneath the Average: What Loss Aversion Reveals About How AI Thinks: Deep Dive

• Article

The Psychology of Gen AI: The Bias Beneath the Average: What Loss Aversion Reveals About How AI Thinks

• Article

The Psychology of Gen AI: PG VS. R: The Psychology of Prompted Thought: Deep Dive

• Article

The Psychology of Gen AI: PG VS. R: The Psychology of Prompted Thought

• Past Event Highlights
• Article

ATTENTION 2025

• ARF

Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.