Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer

We propose that the direction of essence transfer, and thereby the content of contagion, depends on the option that receives initial attentional resources. Our studies evince that contagion spreads from left to right, given that individuals attend first in their visual field to the location where the writing system starts.


Thomas Kramer, Wenxia Guo, and Zhilin Yang (2018) ,"Magical Anchors: Initial Focal Attention Drives the Direction and Content of Essence Transfer", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 133-137.


Thomas Kramer, University of California Riverside, USA
Wenxia Guo, Acadia University
Zhilin Yang, City University of Hong Kong


NA - Advances in Consumer Research Volume 46 | 2018

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