Beyond Emojis: How Writers Can Achieve Emotional Granularity
For writers, emotions are our collateral; the more we are better attuned to feelings, the greater our ability to influence audiences.
Concept Creation: How the Words You Choose Affect Consumer Perception
Why does Swiffering seem more fun than sloppy mopping? Oh, the words may tell you. Get insights on word choice and how they influence perceptions.
Bounded Rationality: Why Customer Behavior Is Tough to Predict
Bounded Rationality has nudged us toward algorithm-driven, augmented decision-making. Learn more about this cognitive bias.
How to Be More Attuned to Cross-Cultural Concepts in Your Content
As we think about global marketing, beyond translating and localizing a marketing concept to different markets, we also must learn to look outside the lens of our own culture.
Paradox of Choice: How Too Many Choices Might Overwhelm Your Audience
Understanding the Paradox of Choice, a cognitive bias that creates friction in a consumer’s sense of purchasing power, can inform your marketing campaigns.
How Emotional Science Can Help You Create More Striking Narratives
Explore how understanding the mind as a manufacturer of emotions can teach us to be more empathetic in marketing, advertising, and storytelling.
Are There Universal Emotions? Brain Science Findings Challenge Our Storytelling Assumptions
Have you been perpetuating biases in your writing? Learn how to recognize stereotypes, archetypes, tropes, and cliches in your storytelling.
Confirmation Bias: How Can You Avoid Tunnel Vision in Your Marketing?
Learn how content creators can attempt to diminish the effects of confirmation bias and help customers avoid self-perpetuating bubbles.
The Ambiguity Effect: Why We Opt for Known Options (and What That Means for Marketers)
Learn how to overcome the Ambiguity Effect in marketing where consumers eliminate what might be good (or even better) choices simply because of a lack of information.
The Noble Edge Effect: Why We Reward Social Responsibility
While the Noble Edge Effect works well for some, it can backfire for others. Learn more about cognitive biases and when and how you can use them in content creation.