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| Author: | Milosavljevic, M. Cerf, M. |
| Title: | First attention then intention |
| Journal: | International Journal of Advertising
2008 : VOL. 27:3, p. 381-398 |
| Index terms: | marketing advertising research |
| Freeterms: | attention |
| Language: | eng |
| Abstract: | In marketing, attention (henceforth as: att-n.) is a critical construct. This paper emphasizes the importance of better understanding att-n., suggesting studying att-n. as a 2-component construct consisting of equally important i. bottom-up and ii. top-down processes. While research on top-down att-n. has been engaged by Pieters and Wedel (in 2004 and 2007), this paper introduces the field of computational neuroscience with its research on visual attention as a useful framework to study bottom-up attention. |
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