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.



Citation:

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.

Authors

Nicolas Noack, University of Duisburg-Essen
Lynn Brinkmann, University of Duisburg-Essen
Oliver B. Büttner, University of Duisburg-Essen



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Promoting Well-being and Combating Harassment in the Academy

Ekant Veer, University of Canterbury, New Zealand
Zeynep Arsel, Concordia University, Canada
June Cotte, Ivey Business School
Jenna Drenten, Loyola University Chicago, USA
Markus Geisler, York University, Canada
Lauren Gurrieri, RMIT University
Julie L. Ozanne, University of Melbourne, Australia
Nicholas Pendarvis, California State University Los Angeles, USA
Andrea Prothero, University College Dublin
Minita Sanghvi, Skidmore College
Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Stacy Wood, North Carolina State University

Read More

Featured

Felt Status, Social Contagion, and Consumer Word-of-Mouth in Preferential Treatment Contexts

Brent McFerran, Simon Fraser University, Canada
Jennifer Argo, University of Alberta, Canada

Read More

Featured

G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

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.