69 Kellogg Insight Based on insights from Steve Franconeri category A,” Franconeri explains, it is often far more effective to engage the parts of your audience’s brain that think about real people in real sit - uations by considering a concrete person from that demographic: “Here’s Mark, and he rides a motorcycle, and he’s not interested in category A. What do we do?” Featured Faculty Steve Franconeri , Professor of Psychology at Northwestern University and Professor of Management and Organizations at Kellogg (Courtesy) Learn more from Steve Franconeri in our Executive Education programs .