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Advanced Concept Testing

Receiving and absorbing a message or concept is a process of learning. The mission of a message is to be understood and committed to long-term memory so it is recalled when purchase or usage decisions are being made and influences choices.

Understanding the impacts of personality and physiology on how professionals and consumers absorb, categorize, and retain messages is essential to interpreting research results.

In this third and final webinar in our series on language, culture, and communications, we review information absorption processes and how to structure testing research to accurately predict the impact of advertising and other marketing communications.

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