Lecture samenvatting
Lecture 1. Intro
Information processing & communication objectives:
Lecture 1. Attention
Attention is:
o Limited
o Selective
o Voluntary or involuntary
o A precondition for further processing
,Levels of processing / involvement
o Pre-attention: little or no capacity required (automatic processing)
o Focal attention: little capacity required
o Comprehension: modest levels of capacity required
o Elaboration: substantial levels of capacity required
How campaigns can stand out: attracting attention
Increasing:
▪ Involuntary attention
▪ Voluntary attention
Increasing involuntary attention
o Saliency --> salient, original and novel stimuli
o Horizontal centrality --> centrally located stimuli
o Primacy --> stimuli presented first
o Picture superiority --> pictures
• Various communication cues can increase an automatic orienting response
• Often times unconscious and unintended
• “Attractors”
• Associated with bottom-up processing
1. Saliency
Salient stimuli:
o Perceptually prominent (size, color, contrast, …)
o Novel, unexpected, and orginal stimuli
o Stimuli related to life and death
,These stimuli:
o Stick out and are hard to ignore
o Lead to mild psychological arousal
o Result in focal attention to the source of stimulation
• Arousal explains the relationship between saliency, focal attention, and elaboration
• Yerkes-Dodson law
2. Horizontal centrality
Stimuli in the center receive more attention (and are more likely to be chosen)
3. Primacy
Consumers are more attentive to items that are presented first in a list (e.g. websites Google)
4. Picture superiority
Pictorial information receives more information than textual information
To what elements do consumers pay most attention?
• Brand?
• Pictorial?
• Text?
Analysis of 1263 print ads with eye tracking technology:
• Pictures: attract attention, regardless of size
• Text: the bigger the text, the more attention
• Brand: the bigger the brand name, the more attention
Increasing voluntary attention
How to increase voluntary attention?
o Increase self-relevance
• Personal interest avoids inattentional blindness
• Self-referencing
• Proximity
• …
o Curiosity
• Unfinished ads
• Mysterious ads
• …
o Often times conscious and intended
, o “Magnitizers”
o Associated with top-down processing
1. Personal interest & inattentional blindness
o Consumers allocate more attention to information that is consistent with their goals
o Information that is not relevant, is often ignored, and will lead to inattentional blindness
Exaggerated example:
Implications for SEA (search engine advertising) and SEO (search engine optimization)
o Organic results generate more attention and traffic because they are immediately relevant
o Sponsored results often suffer from inattentional blindness
2. Self-Referencing
Attention increases when personalized information is used
o Second person wording (“you”)
o Names
o …
3. Proximity & EWOM
o Consumers pay more attention to information that is “close”
o The more proximate, the more relevant, the more attention
▪ Sensory proximity = closeness in experience
▪ Spatial proximity = closeness in physical space
▪ Temporal proximity = closeness in time
o A variety of applications:
▪ E(WOM) comes from people close to use (spatial and sensory proximity)
▪ Viral marketing is emotionally vivid (sensory proximity) and is shared via friends
▪ Blogs are written by influences that feel close (sensory proximity)
▪ Billboards and abri’s are prominent and often close in space
How campaigns can stand out: sustaining attention
What makes that people “hold” attention?
o Processing ease
o Emotional language
1. Processing ease
Increases engagement
o The easier, the more likely that people will continue with the task
Generates positive affect
o Fluency generally leads to positive feelings
Increases comprehension
o The easier, the less resources are needed for comprehension and elaboration
- Linking your appeal to what consumers already known makes it easier for them to comprehend
- How can we increase comprehension?
▪ Concrete information is easier to process, and helps to link to existing knowledge structures
▪ Visual information strengthens memory traces (Dual Coding Theory)
Lecture 1. Intro
Information processing & communication objectives:
Lecture 1. Attention
Attention is:
o Limited
o Selective
o Voluntary or involuntary
o A precondition for further processing
,Levels of processing / involvement
o Pre-attention: little or no capacity required (automatic processing)
o Focal attention: little capacity required
o Comprehension: modest levels of capacity required
o Elaboration: substantial levels of capacity required
How campaigns can stand out: attracting attention
Increasing:
▪ Involuntary attention
▪ Voluntary attention
Increasing involuntary attention
o Saliency --> salient, original and novel stimuli
o Horizontal centrality --> centrally located stimuli
o Primacy --> stimuli presented first
o Picture superiority --> pictures
• Various communication cues can increase an automatic orienting response
• Often times unconscious and unintended
• “Attractors”
• Associated with bottom-up processing
1. Saliency
Salient stimuli:
o Perceptually prominent (size, color, contrast, …)
o Novel, unexpected, and orginal stimuli
o Stimuli related to life and death
,These stimuli:
o Stick out and are hard to ignore
o Lead to mild psychological arousal
o Result in focal attention to the source of stimulation
• Arousal explains the relationship between saliency, focal attention, and elaboration
• Yerkes-Dodson law
2. Horizontal centrality
Stimuli in the center receive more attention (and are more likely to be chosen)
3. Primacy
Consumers are more attentive to items that are presented first in a list (e.g. websites Google)
4. Picture superiority
Pictorial information receives more information than textual information
To what elements do consumers pay most attention?
• Brand?
• Pictorial?
• Text?
Analysis of 1263 print ads with eye tracking technology:
• Pictures: attract attention, regardless of size
• Text: the bigger the text, the more attention
• Brand: the bigger the brand name, the more attention
Increasing voluntary attention
How to increase voluntary attention?
o Increase self-relevance
• Personal interest avoids inattentional blindness
• Self-referencing
• Proximity
• …
o Curiosity
• Unfinished ads
• Mysterious ads
• …
o Often times conscious and intended
, o “Magnitizers”
o Associated with top-down processing
1. Personal interest & inattentional blindness
o Consumers allocate more attention to information that is consistent with their goals
o Information that is not relevant, is often ignored, and will lead to inattentional blindness
Exaggerated example:
Implications for SEA (search engine advertising) and SEO (search engine optimization)
o Organic results generate more attention and traffic because they are immediately relevant
o Sponsored results often suffer from inattentional blindness
2. Self-Referencing
Attention increases when personalized information is used
o Second person wording (“you”)
o Names
o …
3. Proximity & EWOM
o Consumers pay more attention to information that is “close”
o The more proximate, the more relevant, the more attention
▪ Sensory proximity = closeness in experience
▪ Spatial proximity = closeness in physical space
▪ Temporal proximity = closeness in time
o A variety of applications:
▪ E(WOM) comes from people close to use (spatial and sensory proximity)
▪ Viral marketing is emotionally vivid (sensory proximity) and is shared via friends
▪ Blogs are written by influences that feel close (sensory proximity)
▪ Billboards and abri’s are prominent and often close in space
How campaigns can stand out: sustaining attention
What makes that people “hold” attention?
o Processing ease
o Emotional language
1. Processing ease
Increases engagement
o The easier, the more likely that people will continue with the task
Generates positive affect
o Fluency generally leads to positive feelings
Increases comprehension
o The easier, the less resources are needed for comprehension and elaboration
- Linking your appeal to what consumers already known makes it easier for them to comprehend
- How can we increase comprehension?
▪ Concrete information is easier to process, and helps to link to existing knowledge structures
▪ Visual information strengthens memory traces (Dual Coding Theory)
