TITLE

Emotionality and Semantic Onsets: Exploring Orienting Attention Responses in Advertising

AUTHOR(S)
Nielsen, Jesper H; Shapiro, Stewart A; Mason, Charlotte H
PUB. DATE
December 2010
SOURCE
Journal of Marketing Research (JMR);Dec2010, Vol. 47 Issue 6, p1138
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Prior research on attention shifts to advertisements has focused primarily on demonstrating how perceptual features can shift attention to advertisements. In this article, the authors demonstrate that certain semantic characteristics of nonfocal advertising elements may similarly attract attention when consumers are focused on a primary task elsewhere in the visual field. In three experiments, the authors investigate how orienting attention responses to highly emotional advertising elements influence ad and brand awareness in cluttered environments. Specifically, they demonstrate that preattentive processing of the semantic information in nonfocal ad headlines can elicit orienting attention responses that result in predictable increases in ad and brand awareness.
ACCESSION #
55276637

 

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