Capturing attention in the attention deficit economy
This article is part of a series of articles on capturing attention in the attention deficit economy. Read more.
The study of the attention economy is graduating to the wide-scale adoption of consumer attention as the key measure of advertising success. Likewise, there is acceptance that attention should become a cross-platform currency unto itself. This is exciting for those of us who have been advocates of appropriately captured attention in advertising research. By appropriately captured attention, we mean measures of an unconscious behavioural reaction, not an attitudinal construct, such as recall...