The most compelling ideas in advertising theory tend to make intuitive sense, especially when it comes down to big ideas like the importance of trust.
In part, this might be because I trust that the guy who is going to tell me about trust effects on advertising in high-quality environments – Peter Field, a consultant and major name in the study of marketing effectiveness – is going to say something interesting.
This means that in the context of Field, I become more likely to trust that the research of the other assembled speakers will also be interesting, and therefore choose...