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
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