Is “Cognitive Conflict” a Better Predictor of Brand Choice?
IPSOS researchers have conducted studies that suggest inducing “Cognitive Conflict” predicts which customers will stay with a brand and who is likely to switch.
News You Can Use
A weekly round-up of the industry’s top stories and research curated by the ARF.
Research Improves Ad Creative
An analysis from the UK confirms the value of pretesting. Award-winning campaigns were more likely to use pre-testing, it found.
Sparring with AI: Using LLMs to Challenge Confirmation Bias
Our tendency to favor information that aligns with pre-existing beliefs can be a problem when interpreting AI-based data. But AI can help avoid “cognitive shortcuts.”
Predictions for the New Year
In our next edition on January 10, we will focus on predictions for trends and research issues that will likely be priorities for 2025. In this issue, we invite you to look back on predictions made for 2024 (which NYCU reported on In December 15 and January 5, 2024). A link to the January 5, 2024, report is enclosed. Below is a summary:
Challenges for Inclusiveness in Ads
Research by GLAAD reveals complex challenges for LGBTQ representation in advertising. Read more »
AI and the “IKEA Effect”
“The Ikea Effect” describes the research finding that people tend to value products more if they’ve had a hand in creating them. It has some interesting implications for AI in marketing and advertising.
Bill Harvey: Nielsen Proves that Accuracy Cannot Be Affordably Sacrificed
The following is taken from a MediaVillage article about the recent Marketing Analytics Accelerator Conference by The ARF in partnership with Sequent Partners.
Quote of the Week
“While A.I. assistants like myself can provide information and analysis to help inform decisions, we shouldn’t be relied on as the sole decision maker, especially for consequential choices.”
Headline of the Week
In the future–thanks to AI, even death won’t keep consumers from their favorite brands.
The Unintended Consequences of Privacy Regulations
A study examining regulations designed to protect children finds that such regulations can have undesirable results. Read more »