Articles & Videos

An International “Tour de Conference”

As we walked out of IIeX North America last June, I declared to my colleague, “I’m going to speak in the New Speaker Track at IIeX next year!” Naturally his response was, “That’s great… but what are you going to talk about?” I didn’t know for sure, but...

Deep-seated and long-lasting

Memory has been and remains a favorite topic of Holly wood, for good reason. It can act as a powerful and dramatic plot device, setting up sever obstacles in films such as The Bourne Identity and Memento. And it functions simultaneously as a character...

Who’s In Control Of Your Brand Story?

  ARF Webcast "Who's in Control of Your Brand Story?" Presented by: Ameritest If you're an ARF member and would like to view the presentation and access key take-aways from this event, visit: https://thearf.org/event/webcast-whos... Visit our...

Create a lasting impression

"The human brain....just think about this problem for a second. Here is a lump of flesh, about three pounds, which you can hold in the palm of your hand. but it can contemplate the vastness of interstellar space." -Villayanur Ramachandran, neuroscientist You don't...

Video: Are Consumers Eating Their Feelings

To build memories, marketers tap into the brain’s three major memory systems: episodic, procedural, and semantic. You can think of these systems as the head, heart, and hand that work together to drive brand choice. The head searches for and embraces attribute,...

Aesthetic Emotion and Long-Term Ad Effects

There is a fundamental distinction between the kinds of emotion we all experience in our day-to-day lives and the kinds of emotion produced by a work of art. If advertising is an art, like music and poetry, painting and photography, novels and film, a discussion of...

Deep-seated and long-lasting

Memory has been and remains a favorite topic of Hollywood, for good reason. It can act as a powerful and dramatic plot device, setting up severe obstacles in films such as The Bourne Identity and Memento. And it functions simultaneously as a character study. It...

I see what you mean

Advertising targeted to Hispanic consumers, one of the largest and fastest-growing segments of the U.S. population, will certainly increase steadily over the next few years. But it has been difficult for researchers trying to measure or predict how advertising will...

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