Could brain science be peace broker in the ‘Recall Wars’?

Building on the new understanding of the mind provided by brain science, David Penn, managing director and co-founder of Conquest Research, looks at the conscious/unconscious divide in advertising processing and undertakes a study to assess whether recall or recognition is the better measure of advertising affect.

Could Brain Science be Peace Broker in the 'Recall Wars'?

David Penn

This article aims to build on the new understanding of the mind provided by brain science. It hypothesises that much advertising nowadays works below the level of conscious awareness (ie...