When Empowerment Triggers Contempt: Why Your Ad Needs a Few Words

Why a picture alone can provoke contempt? Contempt is a social emotion. It shows up when someone seems to step outside the role a group expects of them. Physical strength is still widely seen as a m…

Juul Vosbeek

8 min reading time

06 October 2026

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When Daydreaming Can Work in Your Favor

Imagine you're sitting in a waiting room, a travel brochure on the table in front of you. With nothing better to do, you pick it up. The cover shows a beach somewhere warm, and for a moment, your min…

Gemma Zijlstra

8 min reading time

25 August 2026

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The Uncertainty Advantage: Hidden Prices Sell Sustainable Products

Imagine walking into a store and seeing two identical eco-friendly detergents side by side. One has a clear price tag: $8.99. The other says: "Scratch to reveal your discount, somewhere between 5% an…

Milagro Hogervorst

8 min reading time

28 July 2026

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Why Your Brain Can't Resist Energetic Celebrities (And What This Means For Your Ads)

The Unexpected Brain Science Behind Celebrity Power Picture this: You're scrolling through your phone when a celebrity pops up in a short video ad. They're bouncing with energy, talking fast about a…

Merlijn Dona

8 min reading time

16 June 2026

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The Silent Sales Killer in Social Media Marketing: Platform Ads

When ‘More Ads’ Backfire Picture this. You’re scrolling through your favorite social app. A few posts from friends, a quick meme, then another ad. And another. Soon the entire feed feels like a sale…