The Bias Against Thinking in Advertising.


In the realm of advertising, certain beliefs have become deeply ingrained:

- The mantra of "Keep It Simple Stupid" (KISS).
- The notion that emotional appeal is the cornerstone of effectiveness.
- The prevailing belief that consumers are mostly indifferent to brands; they just need to remember your existence in purchase situations.

However, these seemingly contradictory beliefs all stem from the same underlying bias: a reluctance to engage consumers' cognitive abilities.

The first belief, encapsulated in the KISS principle, assumes that consumers are inundated with information, actively avoiding complexity in advertisements, filtering out anything deemed too intricate or demanding.

The second belief places emphasis on emotional resonance, contending that advertising should bypass rational thought processes and instead aim directly for the heart. This viewpoint finds support in Daniel Kahneman's "Thinking, Fast and Slow" (2011).

The third belief advocates for a pragmatic approach, prioritizing the creation of distinctive memory structures associated with a brand's assets (such as logos, symbols, and colors), thereby facilitating easy recognition and distinction from competitors.
However, the theory of mental availability presents a compelling argument: to increase the likelihood of purchase, a brand must increase the chances of being thought of during purchase situations, particularly among infrequent and disinterested buyers.

So, why does the advertising industry often overlook the role of cognitive engagement in generating mental availability?

Emotions, as Marcel Proust aptly described, should be understood as "geological upheavals of thought," intricately intertwined with thoughts. Recent advancements in neuroscience and psychology reinforce this idea, underscoring the interconnectedness of thoughts and emotions in memory formation.

Further insights from neuroscience and psychology highlight a fundamental truth: we remember what we actively think about.

These ideas demand rethinking the role of thinking in effective advertising.

The concept of "Interestingness" advocates for advertising that prompts mental engagement, providing consumers with substance to appraise. Such advertising not only strengthens brand recognition but also ensures availability in purchase decisions.

Yet, within advertising circles, phrases like "don't make people think" are all too common.

Given that brand growth hinges on reaching individuals who may initially show little interest in advertising messages—such as infrequent and non-users—advertisers face the challenge of sparking interest where none exists.

Howard Gossage believed that effective advertising allows individuals to decipher its meaning for themselves, engaging in active processing rather than being told what to think. This notion of active engagement forms the essence of the "conversation" often sought in communication strategies

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