Thinkbox
Behavioural science is one of the most fascinating areas in advertising. Understanding what makes humans tick helps you create and place better advertising. Advertising is all about persuading, and this works much better when we connect with people’s natural motivations and actions.
This paper covers five cognitive and behavioural biases that help explain why TV advertising is so uniquely powerful.
- Is public, and claims made in public are more believable
- Is relatively costly, which signals quality
- Places ads close to other quality ads, which boosts appeal
- Reaches people in a relaxed mood, so they notice more
- Reaches people when they’re happy, boosting likeability
