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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).

Cognition Council Working Group Chairs and Co-Chairs

Bakopoulos
Vas Bakopoulos SVP- Global Head of Measurement, Insights & Strategy MMA
View Bio
Garcia-Garcia
Manuel Garcia-Garcia, Ph.D. Global Lead of Neuroscience, Ipsos
View Bio
Janet Gallent
Janet Gallent, Ed.D. Assistant Clinical Professor, Gabelli School of Business
View Bio



COGNITION COUNCIL HIGHLIGHTS


    Dimensionalizing the Value of Brands in an Attention Economy


    On September 20th, 2023, expert researchers delivered a set of presentations and participated in a panel discussion at an event curated by the Cognition Council’s Long Term Effectiveness Working Group. Panelists shared previous work on consumers’ responsiveness to the first few seconds of an ad, followed by the Cognition Council’s analysis of the combination of two disparate data sets – Kantar’s BrandZ, an ongoing study of the brand equity of leading global brands, and a custom MMA neuroscientific study of over 800 respondents’ reactions to 24 ads. This analysis focused on the effect of brand relevance on cognitive processing (specifically cognitive load and motivation) of ads at varying scroll speeds in a feed-based environment. ACCESS EVENT CONTENT

    New Lenses on Brand Identity


    This event explored how brands can improve consumers’ perceptions of their pro-social messaging based on insights from fresh analyses of data from a variety of sources. Experts from Ipsos, Dartmouth College and Research Measurement Technologies shed light on a diverse range of research on ways that brands can convey pro-social messages in their advertising. ACCESS EVENT CONTENT

    Values in Advertising or the Content Around It, Part II


    The second part of this two-part event featured research on characteristics of altruistic creative assets, public attitudes about brands’ embrace of social causes, and the impact of social values and controversial content on attention, engagement, and advertising outcomes. ACCESS EVENT CONTENT

    Values in Advertising or the Content Around It, Part I


    The ARF Cognition Council presented their work on altruistic advertising and brand safety, with fresh investigations from Twitter and members of the Council. ACCESS EVENT CONTENT

    The Relevance and Power of Context in Today’s Media Environment


    This pair of panels provided an in-depth look at two major issues in taking context effects into account in media planning and buying — advertising within news content and programmatic buying. ACCESS EVENT CONTENT

    Context Effects: Updates from the Front Lines


    This special session at the ARF’s AUDIENCExSCIENCE conference focused on the question of how marketers can use context to enhance their ads’ performance and avoid context that might impact the ad and brand negatively. ACCESS EVENT CONTENT
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