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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Does It Pay to Be Virtuous? Examining Whether and Why Firms Benefit From Their CSR Initiatives

Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA

Read More

Featured

Resolving Humorous Incongruity in Advertising Facilitates Impressions of Firm Competence

*Chi Hoang, Norwegian School of Management, Norway
Klemens Knoferle, Norwegian School of Management, Norway
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Good Gets Better, Bad Gets Worse: The Polarizing Effect of Rating a Consumption Experience

Nahid Ibrahim, University of Alberta, Canada
Gerald Häubl, University of Alberta, Canada
Rory Waisman, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.