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The Von Restorff Effect

Why do we remember the things we do? Why are certain messages or images memorable? Not just in advertising, but in the larger world? How do we process the worlds around us? To understand this we need to go back, way back. Let’s look at how the human brain...

Reducing Risk vs. Building Trust

Building trust? That’s one way to look at it… But what about risk? Paul Slovic is a founder of risk-perception research, a field started in the early 1970s. Much of Slovic’s research is focused on understanding why people react to risk the way they...

3 Examples of The Anchoring Bias in Marketing

In 1974 cognitive psychologists Daniel Kahneman and Amos Tversky identified what is known as the “anchoring heuristic.”  A heuristic is essentially a mental shortcut or rule of thumb the brain uses to simplify complex problems in order to make decisions...

Appearance = Reality

Do first impressions matter? Do we make decisions based on information we collect in the first minute of an experience? As in turns out, in many cases a first impression is all the brain needs to make a decision. Take ancient cavemen for example, if something looks...