The trouble with pre-testing

Our brains can think, but would really rather not, so we have evolved mental shortcuts that allow us to make decisions quickly and effectively.

The trouble with pre-testing

Dr Ali Goode

Studies show that pre-testing favours ads that are more consciously recalled by our explicit memory. Yet it is our intuitive implicit memory that is more likely to react to persuasion.

Our brain is the most complex thing we will ever know about, yet despite its astonishing complexity, our brains are actually rather lazy, or to put it another way, they are designed to expend as little energy as possible.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands