fbpx

Ad Effectiveness & ROI

A Peek Inside the Brain – Behavioral Scientist Rory Sutherland Weighs In On Creative (Event Summary)

  • CREATIVE COUNCIL

This is the third in a series of “Happy Hour” events produced by the Creative Council on bringing researchers, creatives, and strategists closer together. Rory Sutherland, a strong proponent of behavioral science, shared his perspective on the ways that behavioral science thinking can potentially unlock solutions to creative and marketing problems that might not be apparent to “rational” business thinkers.

Member Only Access

What a Product’s Weight Conveys to Consumers

  • Marketing Science Institute

A product’s shape, packaging or logo contributes to consumer understanding and reactions to that product, previous research has found. But what impression does the perceived weight of a product convey and how can this be used for advertising and marketing purposes? Researchers Priya Raghubir, Lu Yang and Dengfeng Yan looked into this and discovered that consumers use a stability heuristic for weight judgements. Shorter, broader objects are judged to be heavier and thus are considered more stable. And when it comes to food items, weight also plays on such things as calorie assessment.

Prior Information & Consumer Search: Evidence from Eye-Tracking

  • Marketing Science Institute

Consumers increasingly make purchase decisions based on online product reviews and rankings. Meanwhile, advertising is often designed to inform about a product or service’s benefits. Within both of these scenarios, consumers learn how to dovetail new understandings into what they already know about a brand, product or service. In this study, researchers looked to quantify the impact prior information (e.g. information obtained from past purchases or use) on consumer search and purchase decisions.

Why Engagement Is Pivotal to Brand Heritage Advertising

  • JOURNAL OF ADVERTISING RESEARCH

Brand heritage advertising can boost attitudes about a historic brand’s authenticity, with legacy scenarios and logos positively affecting purchase intention and trust. But a new study has found that heritage advertising can also distance the consumer from the brand—specifically reducing its uniqueness and thus people’s willingness to pay more—unless it actively engages the consumer.

Member Only Access

How Do Consumer Insights Influence the Creative Process?

  • JOURNAL OF ADVERTISING RESEARCH

We know that human truths drive advertising creativity. The assumption is that you provide consumer insight to a creative professional, and they work their magic, choosing freely among appeal types. What’s not clear is what role the insight plays in the making of that magic. Here’s a preliminary roadmap for finding the emotional pulse of the creative process.

Member Only Access