Emotionality and Semantic Onsets: Exploring Orienting Attention Responses in Advertising
通过三个实验，研究了非焦点广告元素中的情感语义如何吸引消费者注意力，并提升广告和品牌意识。
Prior research on attention shifts to advertisements has focused primarily on demonstrating how perceptual features can shift attention to advertisements. In this article, the authors demonstrate that certain semantic characteristics of nonfocal advertising elements may similarly attract attention when consumers are focused on a primary task elsewhere in the visual field. In three experiments, the authors investigate how orienting attention responses to highly emotional advertising elements influence ad and brand awareness in cluttered environments. Specifically, they demonstrate that preattentive processing of the semantic information in nonfocal ad headlines can elicit orienting attention responses that result in predictable increases in ad and brand awareness.