Recommended reading this week
Marketing Week: Emotional brand-building
Psychological insight: Using emotion can benefit the long-term awareness of a brand, although marketers are often encouraged to focus on more short-term benefits.
https://www.marketingweek.com/emotional-advertising-more-budget
Charles Duhigg: Issue fatigue
Psychological insight: When people are bombarded with news it causes fatigue – a negative psychological effect. Taking breaks increases a person’s productivity.
https://charlesduhigg.substack.com/p/do-i-really-have-to-read-the-news
Marketing dive: Dove unready for anything
Psychological insight: I love the use of curiosity in this campaign. Surely, faced with a range of photos clearly showing dove soap surrounded by different colours. The first question of most consumers minds will be what has happened to this soap?!
https://www.marketingdive.com/news/dove-beauty-bar-grwm-unready-anything-campaign-trail
Marketing Week: Trust in advertising
Psychological insight: Trust in TV advertising appears to be higher among those aged 35 and above than trust in content from influencers. An example of the power of signalling.
https://www.marketingweek.com/trust-in-advertising-aa
WARC: low attention environments
Psychological insight: Apparently advertisers are spending more on placing adverts in places that don’t get a lot of attention. Sounds to me like an example of the mere exposure effect.
https://www.warc.com/content/feed/how-to-build-brands-in-low-attention-environments/en-GB/10237
Science Says: AI acceptability
Psychological insight: People don’t like others using AI, but feel it is more acceptable for themselves to use AI.
https://app.sciencesays.com/p/it-s-ok-if-i-use-ai-but-not-if-you-do
