From economic behaviors to medical and political opinions, studies have repeatedly demonstrated that human information processing is full of errors and biases. Might reactions to advertising be subject to the same kind of errors and biases?
Surprisingly little research has been conducted regarding that question despite the considerable number of market research projects focused on measuring advertising effectiveness. What makes advertising work remains poorly understood. From economic behaviors to medical and political opinions, studies have repeatedly demonstrated that human information processing is full of errors and biases. Might reactions to advertising be subject to the same kind of errors and biases?
