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 MoreFeatured
G11. Sensory Placebo Effects: The Role of Sensory Signaling in Enhancing Marketing Placebos and Consumer Outcomes
Dan King, University of Texas Rio Grande Valley, USA
Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Featured
Institutional Influence on Indebted Consumers’ Understanding of Wants and Needs
Mary Celsi, California State University Long Beach, USA
Stephanie Dellande, Menlo College
Mary Gilly, University of California Irvine, USA
Russ Nelson, Northwestern University, USA
Featured
Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing
Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand