What marketers can learn from the way heuristics impact ad effectiveness
Marketing Effectiveness
This article is part of a series of articles on marketing effectiveness. Read more.
The use of heuristics, linked to the quick, intuitive shortcuts of System 1 thinking, naturally works well for ads. A meta-analysis of over 3,000 ads, including IPA Award winners, shows that successful ads do make more heuristic references than average, suggesting they represent an important psychological strategy in influencing decision-making.
Many ads have rational propositions. In behavioural economic terms, rational propositions are commonly thought of as being associated with...