You are here

FAU Collections » FAU Research Repository » FAU Theses and Dissertations

The Effects of Preattention in an Online Advertising Context: A Neuroscience Perspective

Download pdf | Full Screen View

Date Issued:
2007
Summary:
Consumers are exposed to thousands of marketing messages every day. In such a cluttered environment, gaining consumers· attention becomes an increasingly important business objective. This study expands the concept of attention from a simple view of attention as se lection of stimuli to a more elaborate two step process consisting of (I) preattention and (2) focal attention. The focus of this research is on preattention, which is determined by physical characteristics of objects in a visual scene. This study also i1Pproves the measurement ofpreattention by surveying the neuroscience literature and using a computational model to measure preattention. This improved measure allows us to provide an enhanced explanation of how preattention f::tcilitates mere exposure effects. Results confirm that preattentive processing of an ad in a visual scene affects liking of that ad even when people do not remember previously seeing the advertisement. The study also finds that subtle. preattentive processes require increasing amounts of time in order to affect focal attention and attitude toward the ad.
Title: The Effects of Preattention in an Online Advertising Context: A Neuroscience Perspective.
119 views
28 downloads
Name(s): Milosavljevic, Milica, author
Shaw, Eric H., Thesis Advisor
Florida Atlantic University, Degree Grantor
Type of Resource: text
Genre: Electronic Thesis Or Dissertation
Date Created: 2007
Date Issued: 2007
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Fla.
Physical Form: application/pdf
Extent: 141 p.
Language(s): English
Summary: Consumers are exposed to thousands of marketing messages every day. In such a cluttered environment, gaining consumers· attention becomes an increasingly important business objective. This study expands the concept of attention from a simple view of attention as se lection of stimuli to a more elaborate two step process consisting of (I) preattention and (2) focal attention. The focus of this research is on preattention, which is determined by physical characteristics of objects in a visual scene. This study also i1Pproves the measurement ofpreattention by surveying the neuroscience literature and using a computational model to measure preattention. This improved measure allows us to provide an enhanced explanation of how preattention f::tcilitates mere exposure effects. Results confirm that preattentive processing of an ad in a visual scene affects liking of that ad even when people do not remember previously seeing the advertisement. The study also finds that subtle. preattentive processes require increasing amounts of time in order to affect focal attention and attitude toward the ad.
Identifier: FA00000607 (IID)
Note(s): College of Business
Dissertation (Ph.D.)--Florida Atlantic University, 2007.
Subject(s): Internet Advertising--Psychological Aspects
Marketing--Psychological Aspects
Advertising--Effective Frequency
Human-Computer Interaction
Held by: Florida Atlantic University Digital Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00000607
Restrictions on Access: All rights reserved by the source institution
Restrictions on Access: Copyright © is held by the author with permission granted to Florida Atlantic University to digitize, archive and distribute this item for non-profit research and educational purposes. Any reuse of this item in excess of fair use or other copyright exemptions requires permission of the copyright holder.
Restrictions on Access: http://rightsstatements.org/vocab/InC/1.0/
Host Institution: FAU
Is Part of Series: Florida Atlantic University Digital Library Collections.