PLoS ONE Archives - Ideas for Leaders

Neurobiological Clues to Advertising Effectiveness

The AIDA model of advertising identifies Attention, Interest, Desire and Action as key to the effectiveness of an advert. In order to measure the physiology behind advertising effectiveness, a research team used experiments involving public service announcements (PSAs) and focused specifically on the attention and action components of the model. PSAs are good foundations for […]

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First Choice Most Chosen

Research dating as far back as the early 20th century has shown that the first argument presented to humans on even complex topics has greater persuasive appeal and is more likely to change minds. Building on this, Dana Carney and Mahzarin Banaji from Haas School of Business and Harvard University, respectively, set out to test […]

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