Easy, Authentic, and Emotional

Discover three principles from behavioral science that enable brands to provide a consistent and powerful advertising message across different media and markets.

The author(s)

  • Jesse Itzkowitz, Ph.D. Senior Vice President and Behavioral Scientist, NA, Behavioral Science Center
  • Namika Sagara, Ph.D President, North America, Behavioral Science Center
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Download our latest paper featuring ways in which behavioral science strategies can be effectively utilized to create more compelling, effective advertising. We go beyond highlighting what works. We point out inconsistencies and areas for improvement, identifying three principles – System 1/System 2 appeals, authenticity, and regulatory focus – that enable overall consistency in advertising strategy, while still allowing for differentiation in individual ad content.

Simply put, with these insights brands can develop simpler, more impactful, and persuasive advertising. 

Easy, Authentic and Emotional

The author(s)

  • Jesse Itzkowitz, Ph.D. Senior Vice President and Behavioral Scientist, NA, Behavioral Science Center
  • Namika Sagara, Ph.D President, North America, Behavioral Science Center

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