Transference of Trust

July 2022

“Transference of Trust: Driving Purchase Intent & Brand Equity” aims to understand the inherent trust equity associations of NPR and measure the effectiveness of delivering CSR messaging through the platform in comparison to TV news. This ground-breaking new study from NPR and Neuro-Insight explores what the subconscious can tell us about purchase intent, the effectiveness of NPR radio sponsorship vs. TV news and how a platform can transfer trust to its sponsors.

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Brands need trust. Second only to brand price and affordability, trust is the most important attribute that influences consumers’ buying decisions (Havas Meaningful Brands Report 2021). So, how do brands establish trust? With increased consumer awareness and emphasis on the roles of companies as global actors and change makers, corporate social responsibility (CSR) has become a core source and driver of trust, and platforms can play a role as well, all leading to purchase intent and increased brand value. 

Among the Key Findings

  • NPR Radio Drives Trust
  • NPR is Highly Effective vs. TV News
  • NPM-Website-Neuro-Insights-Key-Findings-4


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The data was collected in two phases. Leveraging Implicit Association Testing (IAT) data using Neuro-Insight’s proprietary nPLICIT™ methodology, the study measured the strength of associations between brands and equities using timed response. Unlike surveys, nPLICIT™ technology is able to filter subconscious associations from conscious responses to identify the true feelings people have about brands. Participants (all NPR listeners) were shown screens with a series of attributes alternated with target brand logos and asked to match brand logos with equity attributes. The goal was to measure correctness and speed of associations, as they are determinants of memorability and trust of NPR versus other TV news platforms. The study found that NPR owns key attributes that drive trust – ethics, reliability, relevance, and accuracy. Not only this, but when pinned against competing TV news, 3 of 4 of these associations were significantly stronger than other TV news platforms. 

Phase 2 answered whether NPR provides a unique advantage to deliver CSR messaging versus competing TV news. To measure this, Neuro-Insight used their patented Steady State Topography technology to measure the speed of activity in different regions of the brain while participants were exposed both CSR and non-CSR content on NPR’s platform versus competing TV news platforms. Amongst all ads tested, NPR proved a highly effective platform for CSR messaging, with overall ad memorability and branding moment memorability higher on average for NPR ads vs. TV news platforms.

The Bottom Line

Combing Phase One and Phase Two tells us that NPR is a trusted news source – more so than competing TV news. Higher consumer trust is leading to more successful branding moments in sponsored messages as well as more effective CSR messaging. So, while the content of CSR messaging remains important, the platform through which brands communicate with their consumers is almost as important as the study finds that trust transfers from platform to brand. Audio, and specifically NPR in this case, gave brands a 13% lift vs. TV news. Good news for brands tightening budgets and looking to stretch their media dollars! 

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Complete the form below to receive a PDF of “Transference of Trust: Driving Purchase Intent & Brand Equity.”

About NPR

NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans every day — on the air, online, and in person. NPR strives to create a more informed public — one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners can find NPR by tuning in to their local Member stations (, and now it’s easy to listen to stories on smart speaker devices. Ask your smart speaker to, “Play NPR,” and you’ll be tuned into your local Member station’s live stream. Your speaker can also access NPR podcasts, the NPR One skill, NPR News Now, and Visual Newscast is available for screened speakers. Get more information at and by following NPR Extra on Facebook, Twitter and Instagram.

About Neuro-Insight 

Neuro-Insight is the world’s preeminent neuromarketing and neuro analytics firm with a global reach of 60+ cities in 30+ countries. Neuro-Insight solves the most vexing problems for businesses by tapping into the deep and overlooked reservoir of subconscious human motivations, emotions, and intuition that influence behavior. Neuro-Insight’s patented and validated SST – Steady State Topography is the industry-leading award-winning brain mapping tech that measures second-by-second long term memory encoding, personal relevance, emotional intensity and lean in/out responses as people consume any stimulus on any platform. Clients include brands like Samsung, Mastercard, T-Mobile, Unilever, Toyota, Ford, Diageo, GSK and publishers and broadcasters like NBCU, Disney, Viacom, Facebook, Twitter, TikTok, iHeart, Pandora, Forbes, Conde Nast, and Ocean Outdoor. 

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