News
The Science of Simplicity: If Your Ad Needs an Explanation, You’ve Already Lost
There’s a psychology principle quietly at work every time someone trusts, or doesn’t trust, a piece of communication. It’s called cognitive fluency, and it might be one of the most underappreciated forces in marketing today. The concept comes from psychologist…
Feeling Lucky? The Psychology behind Why “Luck” Changes What Consumers Buy
By: Dr. James McFarland, Behavioral Scientist Quick, think of a number between 1 and 10. Got it? Good. Now, if I told you that the number you just picked was lucky, would that change how you feel about your next…
Super Bowl XL Psych Awards 2026
It’s that time again! Super Bowl LX delivered a massive spectacle, but as always at Intermark, the real competition unfolded during the commercial breaks. We’re back with our annual Psych Awards, donning our lab coats to dissect the ads through…
Don’t Pressure Them Too Much: How Time Urgency Can Kill Variety-Seeking
By: Dr. James McFarland, Behavioral Scientist As marketers, we love a good countdown clock. “Only 2 hours left!” “Ends tonight!” “Limited spots remaining!” These urgency cues are classic behavioral nudges and can be incredibly effective in driving action. But recent…
The AI Balancing Act: How B2B Marketers Can Maintain Human Connection in an Automated World
As artificial intelligence (AI) continues to transform B2B marketing, companies face a critical challenge: how to harness AI’s efficiency without sacrificing the human touch that builds trust and loyalty. While AI enables hyper-personalization and data-driven insights, over-reliance on automation can…
Beyond Distribution: How Psychology Fuels Brand-Led Growth for CPG Brands
For many Consumer Packaged Goods (CPG) brands, early success comes from securing shelf space in retail stores. Distribution-led growth (e.g., expanding product availability across supermarkets, club stores, and e-commerce platforms) can drive volume, but it doesn’t guarantee lasting consumer loyalty….
Halloween Horror: Using Fear and Excitement in Marketing
Halloween season isn’t just a time for haunted houses and ghost stories; it’s also an ideal time for brands to harness the powerful, primal emotions of fear and humor to make their messaging unforgettable. As new research from Evolutionary Psychology…
Social Proof & Back-to-School Marketing: New Insights from Psychology
By: Dr. James McFarland, People Scientist As students and parents prepare for the coming school year, now is a great time to unpack the unique opportunity marketers have in leveraging social proof to influence consumer behavior. Social proof, a powerful…
Reasonable Expectations: Reframing Silver to Success
By: Rachel Fields, Art Direction Intern As thousands of athletes who consistently exceed expectations begin to gather for the Olympics, it felt important to look at the psychology behind expectations. When expectations are set, there are three things that can happen:…
Summer Olympics Marketing & the Psychology of Athleticism
The Summer Olympics isn’t just a global sports event; it’s a marketing juggernaut that captures the attention of billions. For brands, the Olympics offer a unique opportunity to harness the powerful emotions and cultural significance associated with athletic competition. Understanding…
