Attention Processes

Attention

Implies selectivity

Connotes awareness and consciousness

Suggests intensity and arousal

Variations in Attention

Preconscious Attention

Focal Attention

Levels of AttentionPreconscious

AttentionFocal Attention

• Uses active knowledge from long term memory• No conscious awareness• Automatic process• Uses little or no cognitive capacity• More likely for familiar, frequently encountered concepts, with well-learned memory representations• More likely for concepts of low to moderate importance or involvement

• Uses active knowledge from long term memory• Conscious awareness• Controlled process• Uses some cognitive capacity• More likely for novel, infrequently encountered concepts, with well-learned memory representations• More likely for concepts of high importance or involvement

Affective States

Involvement

Environmental Prominence

Factors Influencing Attention

• Low arousal reduces amount and intensity of arousal

• High arousal narrows consumers’ focus of attention; makes it selective

• Other affective states, such as moods, (are diffuse and general, and are not related to any stimulus); also influence attention

Affective States

Factors Influencing Attention

Affective States

Affective States

• Determined by the means-end chains activated from memory, related affective responses, and arousal level

• A motivational state that guides the selection of stimuli for focal attention and comprehension

Involvement

Factors Influencing Attention

Involvement

Involvement

• Stimuli associated with marketing strategies can influence consumers’ attention

• Most prominent marketing stimuli are most likely to attract attention

Environmental prominence

Factors Influencing Attention

Environmental prominence