How advertising attracts attention

Outlines some of the key discoveries in an investigation into how appropriately captured attention and sales are affected by the creative characteristics of ads.

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...

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