Attention = first necessary step for communication
Attention = limited, selective, (in)voluntary, precondition for further processing
Pre-attention = scans the environment very low, automatic process (sensory buffering)
Focal attention = what is essential or not / (zoom-in)
(perceptual and semantic processing)
Comprehension = process information / syntactic knowledge
Elaboration = conceptual analysis / based on their knowledge, formulate positions
Involuntary attention: saliency, picture superiority, horizontal centrality and primacy effect.
Attractors, bottom-up (smells good, then purchase it).
Increase saliency: prominent, color, size contrast, unexpected , original, life and death.
Salient: Hard to ignore, mild psychological
Yerkes -dodson law: communication effort should achieve medium level of arousal
Maximize consumer cognitive capacity. Brands should be careful with the level of arousal
induced tot their communication efforts.
Arousal connecter between saliency focal attention and elaboration
INCREASE INVOLUNTARY ATTENTION
1. Horizontal centrality
2. PRIMACY effect
3. Picture superiority (bigger better, picture always good)
Voluntary attention;
1. self-relevance techniques
2. proximity
3. curiosity.
Conscious, intended, magnetizers
top-down process; consumers already know and pre-established expectations
Self relevance = personal interest avoid inattentional blindness; not relevant ignored
Self reference increase; whenpersonalized. Using ‘YOU’ and not it.
Banner blindness = ignore SEA (you know it is the first in google)
Attention = limited, selective, (in)voluntary, precondition for further processing
Pre-attention = scans the environment very low, automatic process (sensory buffering)
Focal attention = what is essential or not / (zoom-in)
(perceptual and semantic processing)
Comprehension = process information / syntactic knowledge
Elaboration = conceptual analysis / based on their knowledge, formulate positions
Involuntary attention: saliency, picture superiority, horizontal centrality and primacy effect.
Attractors, bottom-up (smells good, then purchase it).
Increase saliency: prominent, color, size contrast, unexpected , original, life and death.
Salient: Hard to ignore, mild psychological
Yerkes -dodson law: communication effort should achieve medium level of arousal
Maximize consumer cognitive capacity. Brands should be careful with the level of arousal
induced tot their communication efforts.
Arousal connecter between saliency focal attention and elaboration
INCREASE INVOLUNTARY ATTENTION
1. Horizontal centrality
2. PRIMACY effect
3. Picture superiority (bigger better, picture always good)
Voluntary attention;
1. self-relevance techniques
2. proximity
3. curiosity.
Conscious, intended, magnetizers
top-down process; consumers already know and pre-established expectations
Self relevance = personal interest avoid inattentional blindness; not relevant ignored
Self reference increase; whenpersonalized. Using ‘YOU’ and not it.
Banner blindness = ignore SEA (you know it is the first in google)
