consumer behavior

• Article

ARF KC Key Takeaways: TV Commerce & Shoppable Ads

• Article

ARF KC Key Takeaways: Consumers and CGI/AI in Advertising

• Article

Media Trends

• Article

The Psychology of Gen AI: Finding Nuance Within the Bias: What Demographics and Personality Reveal About AI: Deep Dive

• Article

The Psychology of Gen AI: Finding Nuance Within the Bias: What Demographics and Personality Reveal About AI

• Targets & Segments
• Article

The Persuasive Power of Pets: New Insights for Influencer Strategy

• ARF
• JOURNAL OF ADVERTISING RESEARCH

A recent Journal of Advertising Research study presents the first empirical evidence that petfluencers can outperform human influencers in driving engagement and willingness to pay. Across four studies—including a real-world A/B test and controlled experiments, the researchers show that pet influencers benefit from higher perceived sincerity, and that message framing matters. When temporal cues align with consumers’ propensity to anthropomorphize animals, the persuasive impact increases further.

• Article

Defying Gravity: How Brands Stand the Test of Time

• Creative & Branded Content
• Article

Defying the Odds: What Long-Term Brand Winners Do Differently

• ARF | ARF Cognition Council
• ARF ORIGINAL RESEARCH

Based on two decades of Brand Asset Valuator (BAV) data and a complementary custom study, this ARF Cognition Council report examines why some brands maintain strength over long periods while most decline. The research identifies differentiation, consistency, cultural relevance and sustained visibility as critical drivers of long-term brand resilience in the face of market and consumer change.