Using an emotional model to measure ad effectiveness

Researchers have long based pre-testing on a top-down, rational, information-processing model of 'high attention processing', in the belief that the communication of a well-branded message with the impact to gain our conscious attention is the route to effectiveness.

Using an emotional model to measure ad effectiveness

Orlando Wood

Advances in neuroscience in the past 20 years have told us much about the way the human mind works. We now understand that emotions guide and bias our decision-making and are essential for...

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