Behavioral Science For Brands: Leveraging behavioral science in brand marketing. Behavioral science for agencies: media planning
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Jun 18, 2025 Discover how behavioral science transforms media planning by shifting focus from demographics to context. Explore the fundamental attribution error's impact on decision-making and learn why advertising effectiveness hinges on situational factors like timing and mood. Delve into creative strategies that target unique moments, such as when consumers are in a good mood or their age ends in nine. Gain actionable insights from peer-reviewed studies to foster credibility and enhance the impact of your marketing efforts.
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Fundamental Attribution Error in Marketing
- The fundamental attribution error shows people over-focus on personality and under-focus on context when explaining behavior.
- Media planners should shift attention from target audiences to target contexts to improve ad effectiveness.
Target Ads During Positive Moments
- Target people when they are in a good mood to increase ad recall, likability, and value perception.
- Use contexts like time of day, activity, and content type to find these positive mood moments.
Use Mood to Guide Media Buys
- In non-programmatic media, focus on placements where audiences tend to be in better moods.
- Narrow targeting by mood can improve ad outcomes without breaking broad brand briefs.
