Cognition Council

Council Objectives

The Cognition Council explores the way consumers’ attention, emotional response, and memory are affected by their use of multiple media platforms and level of conscious or sub-conscious receptivity to media or messages.

The council plans to issue publications and presentations about the cognitive impact of advertising from both the perspectives of neurological research and traditional measures like brand recall and intent.

Working Group Missions

THE COGNITIVE PROCESS WORKING GROUP	LONG-TERM EFFECTS WORKING GROUP
This Working Group is dedicated to enriching the industry’s understanding of the interplay among attention, perceptions, emotions, motivations, and memory in consumers’ responses to advertising stimuli with respect to both attitudes and behaviors. It is interested in the theories underlying these concepts, their practical applications in branding and marketing, the interactions among them, and their implications for both advertising creative and the environments in which the advertisements appear.	The Long-Term Effects Working Group of the ARF Cognition Council explores the interplay between long-term brand assets (e.g., logo, spokesperson, sonic brand, etc.) and advertising factors such as creative assets on advertising effectiveness. Our objective is to understand how advertising engages and shapes memory structures, the longevity of these brand associations, and their responsiveness to repetition — all aimed at improving advertising outcomes. The scope of our research encompasses the role of memory, emotion, consumer attitudes, and behavior in advertising response by consumer characteristics (e.g., generational, cultural, demographic, psychographic) and media placement (programming, platform, screen viewed).

THE COGNITIVE PROCESS WORKING GROUP

LONG-TERM EFFECTS WORKING GROUP

This Working Group is dedicated to enriching the industry’s understanding of the interplay among attention, perceptions, emotions, motivations, and memory in consumers’ responses to advertising stimuli with respect to both attitudes and behaviors. It is interested in the theories underlying these concepts, their practical applications in branding and marketing, the interactions among them, and their implications for both advertising creative and the environments in which the advertisements appear.

The Long-Term Effects Working Group of the ARF Cognition Council explores the interplay between long-term brand assets (e.g., logo, spokesperson, sonic brand, etc.) and advertising factors such as creative assets on advertising effectiveness. Our objective is to understand how advertising engages and shapes memory structures, the longevity of these brand associations, and their responsiveness to repetition — all aimed at improving advertising outcomes. The scope of our research encompasses the role of memory, emotion, consumer attitudes, and behavior in advertising response by consumer characteristics (e.g., generational, cultural, demographic, psychographic) and media placement (programming, platform, screen viewed).

Cognition Council Working Group Chairs and Co-Chairs

Vas Bakopoulos SVP- Global Head of Measurement, Insights & Strategy MMA

Manuel Garcia-Garcia, Ph.D. Global Lead of Neuroscience, Ipsos

Janet Gallent, Ed.D. Assistant Clinical Professor, Gabelli School of Business