A Framework for Investigating Low Attention Processing of Advertising
Abstract
In the cluttered digital landscape, it has been widely accepted that advertising typically receives low attention from consumers. This condition becomes a problem when many marketers switch to digital media, which is accelerated by the pandemic period in various countries. Restrictions on physical activity make digital marketing activities the primary alternative for marketers and consumers. The study of how advertising can get adequate attention, so that it can contribute to marketing is very necessary in both theory development and practical needs. Yet, advertising effectiveness at low attention has been the subject of limited research. As low-attention processing involves a set of mental processes, some being at subconscious level, the difficulty concerns the methodology for investigating those processes and measuring the effects that occur. This paper proposes a novel framework for investigating low attention to advertising, incorporating the four levels of competition for attention, and a naturalistic approach to research. We provide preliminary evid
Keywords: advertising research, digital advertising, low-attention processing, post pandemic
References
[1] Greenwald AG, Leavitt C. Audience involvement in advertising: Four levels. The Journal of Consumer Research. 1984;11(1):581–592.
[2] Nelson-Field K. The attention economy is coming (Fast). In: The attention economy and how media works. Springer; 2020. p. 71–87.
[3] Romaniuk J, Nguyen C. Is consumer psychology research ready for today’s attention economy? Journal of Marketing Management. 2017;33(11–12):909–916.
[4] Segijn CM, Voorveld HAM, Vandeberg L, Smit EG. The battle of the screens: Unraveling attention allocation and memory effects when multiscreening. Human Communication Research. 2017;43(2):295–314.
[5] Jones JP. Advertising: strong force or weak force? Two views an ocean apart. International Journal of Advertising. 1990;9(3):233–246.
[6] Barnard N, Ehrenberg A. Advertising: strongly persuasive or nudging? Journal of Advertising Research. 1997;37:21–32.
[7] Heath R. Seducing the subconscious: The psychology of emotional influence in advertising. John Wiley & Sons; 2012.
[8] Wright R. Native son. Random House; 2016.
[9] Deasy D. The moving spotlight theory. Philosophical Studies. 2015;172(8):2073– 2089.
[10] Posner MI, Presti DE. Selective attention and cognitive control. 1986.
[11] Johnson A, Proctor RW. Attention: Theory and practice. Sage; 2004.
[12] Shapiro S, MacInnis DJ, Heckler SE, Perez AM. An experimental method for studying unconscious perception in a marketing context. Psychology & Marketing. 1999;16(6):459–477.
[13] Morales AC, Amir O, Lee L. Keeping it real in experimental research—Understanding when, where, and how to enhance realism and measure consumer behavior. Journal of Consumer Research. 2017;44(2):465–476.
[14] Klein K, Melnyk V. Speaking to the mind or the heart: Effects of matching hedonic versus utilitarian arguments and products. Marketing Letters. 2016;27(1):131–142.
[15] Ohme R. The unconscious as the third dimension in advertising. American Academy of Advertising Newsletters. 2009;5(4):1–5.