Every year, consumers spend more time using digital devices. Every year, more media is consumed digitally. Naturally, advertising dollars are increasingly flowing to digital as well. But, don’t pull the plug on that direct mail campaign just yet.

New research has again shown that content on paper affects our brains in different and more powerful ways.

The latest findings come from Temple University consumer neuroscience researchers. In a study conducted for the U.S. Post Office, they found significant differences in the way our brains process the two ad formats.

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