Gestalt psychology studies how the brain perceives whole objects or situations, not just individual parts. It believes the brain forms "wholes" from sensory information using principles like figure/ground, grouping, closure, and stimulus ambiguity. Marketers can use these principles in advertisements - for example, highlighting a central element against a background, grouping a product with a famous person, leaving some product information incomplete for the brain to fill in, or using ambiguous images that catch the eye. The goal is to create ads that stand out and make connections in the consumer's memory linked to the product.