As media multitasking becomes the norm rather than the exception, advertisers face growing challenges in capturing and sustaining audience attention. This research demonstrates that introducing unfamiliar cues—such as technical or uncommon terms—into ad content can trigger selective attention and meaningfully improve ad recall, but only when audiences are multitasking in ways that are congruent with the message. Across multiple experimental studies, the findings show how curiosity-driven engagement can help ads break through distraction and be remembered more effectively.
Member Only Access
Media planning frameworks often assume that channels operate independently or compete within the same funnel stage. This research challenges that assumption by demonstrating that the largest performance gains come from cross-funnel synergies, particularly between upper-funnel television, middle-funnel digital media and lower-funnel promotions. Using a large-scale CPG dataset and a novel estimation–optimization approach, the study shows that explicitly modeling these interactions can materially improve media allocation decisions while also significantly increasing incremental revenue.
Member Only Access
Can arrogance work in advertising? New research shows that visually arrogant expressions—such as confident, unsmiling, upward-tilted faces—can significantly increase consumer attention and brand recall. But attention alone doesn’t guarantee sales. Whether arrogance helps or hurts purchase intention depends on how well it aligns with a brand’s positioning. When arrogance reinforces a brand’s sense of leadership or distinctiveness, it can drive stronger buying intent. When it doesn’t, it can backfire.
Member Only Access
Does personalized advertising really work—or does it risk turning consumers off? A large-scale meta-analysis of 53 experimental studies finds that personalized ads are, on average, more persuasive than non-personalized ones, improving consumer attitudes and behavioral intentions. Crucially, personalization works not because it feels intrusive, but because it increases perceived relevance. When consumers see ads that connect to their interests and identities, persuasion improves—making personalization a low-risk, high-reward strategy when done well.
Member Only Access
