Reality-check your ad or marketing idea with a GPT trained on 1,050+ behavioral science studies and ad effectiveness books grounded in research from IPA, Ehrenberg-Bass, and more.
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Sources
Below are the core sources this GPT was trained on - spanning 1,050+ behavioral science studies and the most respected ad effectiveness research from IPA, Ehrenberg-Bass, and more.
Advertising Sources
How Brands Grow: What Marketers Don't Know
Summary: Challenges traditional marketing assumptions and presents laws of brand growth based on empirical data.
Data/Methodology: Draws on 50+ years of quantitative research and data from thousands of brands and categories (Ehrenberg-Bass Institute for Marketing Science). Based on large-scale market data across global FMCG and service sectors.
How Brands Grow Part 2
Summary: Extends the original thesis to categories like luxury, services, and emerging markets, affirming core growth principles apply broadly.
Data/Methodology: Uses international datasets from hundreds of brands across five continents to confirm the universality of brand growth laws.
The Long and the Short of It
Summary: Shows the complementary roles of brand-building and activation, emphasizing that long-term emotional campaigns drive sustainable growth.
Data/Methodology: Based on over 1,000 case studies from the IPA Databank (Institute of Practitioners in Advertising). Uses effectiveness scoring and business metrics to reveal patterns in campaign outcomes.
Marketing in the Era of Accountability
Summary: Identifies which metrics and campaign strategies most predict profitability and business success.
Data/Methodology: Meta-analysis of 880 IPA case studies using econometric modeling and effectiveness benchmarks.
Building Distinctive Brand Assets
Summary: Argues that mental availability is built through consistently used brand assets like logos, colors, and characters.
Data/Methodology: Based on 25+ empirical recognition studies across 15+ categories. Introduces structured testing of brand asset distinctiveness.
The Choice Factory
Summary: Explores 25 behavioral biases that affect buying decisions and how marketers can apply them.
Data/Methodology: Synthesizes findings from 100+ behavioral science experiments and academic studies, contextualized with real-world marketing scenarios.
Decoded
Summary: Connects neuroscience, behavioral economics, and marketing to explain how people really make decisions.
Data/Methodology: Uses fMRI research, implicit association testing, and controlled experiments with 1,000+ participants to link decision-making to brand cues.
Effectiveness in Context
Summary: Shows that effectiveness depends on context, sector, brand size, objectives—offering guidance on tailoring strategy.
Data/Methodology: Segments 1,400+ case studies from the IPA Databank by context variables to show when and how general principles should be adapted.
Media in Focus
Summary: Examines which media channels drive the strongest long-term business effects.
Data/Methodology: Draws from 700+ IPA case studies, comparing the long-term business impact of various media channels through econometric analysis.
Look Out
Summary: Argues that creative attention has shifted to left-brain styles (narrow, repetitive), and urges a return to right-brain elements (humor, narrative, humanity).
Data/Methodology: Combines IPA case data with over 30 facial coding and eye-tracking studies to assess attention patterns and effectiveness outcomes.
The Advertising Effect
Summary: Proposes a behavioral model for changing behavior through action rather than attitude change.
Data/Methodology: Synthesizes 50+ behavioral science and psychological studies along with campaign case examples to demonstrate behavior-led strategy.
The Case for Creativity
Summary: Demonstrates that the most creatively awarded campaigns are also the most effective.
Data/Methodology: Correlates 20 years of Cannes Lions and IPA Effectiveness Award winners to analyze the relationship between creativity and business impact.
Behavioral studies
Social Influence & Norms
2. Bicchieri's Norm Activation Theory (2017)
3. Bicchieri's Conditional Norms Theory (2017)
4. Bavel & Packer Group Norm Salience in Persuasion (2016)
5. Hamari's Social Influence in Digital Contexts Study (2016)
6. Krupka & Weber Coordination Games (2013)
7. Shu & Gino Honesty Study (2012)
8. Gino & Galinsky's Perspective-Taking and Conformity (2012)
9. Lamba & Mace's Need-Based Sharing Norms (2011)
10. Keltner's Social Class & Empathy Study (2010)
11. Wiltermuth's Synchrony & Cooperation Study (2009)
12. Keizer's Littering & Disorder Study (2008)
13. Goldstein, Cialdini & Griskevicius Hotel Norms (2008)
14. Cialdini Hotel Towel Experiment (2008)
15. Schultz Energy Consumption Study (2007)
16. Griskevicius' Conformity & Evolutionary Signaling (2006)
17. Bicchieri's Conditional Norms Theory (2006)
18. Kameda & Hastie's Shared Information Bias (2005)
19. The Wisdom of Crowds (2004)
20. Reicher's Social Identity Theory of Crowd Behavior (2000)
21. Gneezy & Rustichini's Fine-as-Price Study (2000)
22. Suls & Wheeler's Social Comparison Types (2000)
23. Epley & Gilovich's Spotlight Effect (2000)
24. Dunning-Kruger Effect in Group Settings (1999)
25. Shih et al. Identity Salience & Performance Study (1999)
26. Axelrod's Cultural Dissemination Model (1997)
27. Baumeister's Need to Belong Theory (1995)
28. Prentice & Miller's Alcohol Norm Misperception Study (1993)
29. Mullen's Out-Group Homogeneity Effect (1992)
30. Markus & Kitayama's Cultural Norms of Self (1991)
31. Ross & Nisbett's Actor-Observer Bias Study (1991)
32. Brewer's Optimal Distinctiveness Theory (1991)
33. Bikhchandani's Information Cascades (1992)
34. Clark & Hatfield's Dating Study (1989)
35. Turner's Self-Categorization Theory (1987)
36. Tajfel & Turner's Social Identity Theory (1986)
37. Boyd & Richerson's Cultural Transmission Studies (1985)
38. Darley & Gross Stereotype Activation Study (1983)
39. Broken Windows Theory (1982)
40. Reingen's Charity Study (1982)
41. Mann's Crowd Urging & Suicide Study (1981)
42. Latane's Social Impact Theory (1981)
43. Kanter's Tokenism & Performance Pressure Study (1977)
44. The False Consensus Effect (1977)
45. Granovetter's Threshold Model of Collective Behavior (1978)
46. The Abilene Paradox (1974)
47. The Spiral of Silence Theory (1974)
48. Haney, Banks & Zimbardo Prisoner Role Internalization (1973)
49. Kelley's Attribution Theory (1973)
50. Zimbardo's Stanford Prison Experiment (1971)
51. Tajfel's Minimal Group Paradigm (1970)
52. Moscovici's Minority Influence Theory (1969)
53. Latane & Darley's Smoke-Filled Room Experiment (1968)
54. Goffman's Facework Theory (1967)
55. Cialdini's Foot-in-the-Door Technique (1966)
56. Deutsch & Gerard Dual Process Conformity (1955)
57. Deutsch & Gerard's Public vs Private Conformity (1955)
58. Goffman's Presentation of Self (1959)
59. Heider's Balance Theory (1958)
60. Festinger, Riecken & Schachter Doomsday Cult Study (1956)
61. Asch Conformity Experiments (1956)
62. Festinger's Social Comparison Theory (1954)
63. Sherif's Realistic Conflict Theory (1954)
64. Milgram Obedience Study (1963)
65. Bandura Bobo Doll Study (1963)
66. Sherif Autokinetic Effect (1935)
67. Merton's Self-Fulfilling Prophecy (1948)
68. Cialdini's Door-in-the-Face Technique (1975)
69. Nisbett & Borgida Attribution Study (1975)
70. Gladwell's Tipping Point Theory (2000)
71. Goffman's Facework Theory (1967)
72. Levine's Helping Behavior Across Cultures (2001)
73. Tajfel & Turner's Social Identity Theory (1979)
74. Brewer's Optimal Distinctiveness Theory (1991)
75. Markus & Kitayama's Cultural Norms of Self (1991)