K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements
This research examined the influence of attentional breadth on ad perception and brand recall. Eye-tracking data reveals increased gaze towards the ad background for broad attention. Additionally, broad attention enhanced brand recall. The findings suggest that ad background acts as an additional memory cue.
Nicolas Noack, Lynn Brinkmann, and Oliver B. Büttner (2018) ,"K2. Influence of Attentional Breadth on Processing and Memory of Brand Advertisements", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 922-922.
Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen
NA - Advances in Consumer Research Volume 46 | 2018
C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment
Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)
Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding
Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore
H12. Does Economic Development Influence Consumer Innovativeness?
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia