Session 7_student slides_attention

Session 7_student slides_attention - Attention The process...

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Attention The process by which an individual allocates part of his or her mental activity to a stimulus • Attention is selective • Attention can be divided • Attention is limited
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Attention Pre-attentive processing: the nonconscious processing of stimuli in peripheral vision. Hemispheric lateralization: The two hemispheres of our brain are best at processing different types of information. When a stimulus is in focal vision, it is processed by both hemispheres. When it is in peripheral vision, it is processed by the opposite hemisphere.
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What makes consumers pay attention?
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Attention Personal relevance Pleasant stimuli Surprising stimuli Easy to process stimuli
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Attention Personal relevance • Appeal to your needs, values and goals • Show sources similar to target audience • Use dramas • Use rhetorical questions Pleasant stimuli Attractive spokesperson Music Humor
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Attention Personal relevance
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This note was uploaded on 02/09/2012 for the course MKT 303 taught by Professor Rajeevbatra during the Fall '11 term at University of Michigan.

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Session 7_student slides_attention - Attention The process...

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