Emotionality and semantic onsets: Exploring orienting attention responses in advertising

Jesper H Nielsen, Stewart A. Shapiro, Charlotte H. Mason

Research output: Contribution to journalArticle

16 Citations (Scopus)

Abstract

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.

Original languageEnglish (US)
Pages (from-to)1138-1150
Number of pages13
JournalJournal of Marketing Research
Volume47
Issue number6
DOIs
StatePublished - Dec 2010

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Brand awareness
Emotion
Experiment

Keywords

  • Advertising
  • Attention
  • Automaticity
  • Emotions
  • Preattention

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Emotionality and semantic onsets : Exploring orienting attention responses in advertising. / Nielsen, Jesper H; Shapiro, Stewart A.; Mason, Charlotte H.

In: Journal of Marketing Research, Vol. 47, No. 6, 12.2010, p. 1138-1150.

Research output: Contribution to journalArticle

Nielsen, Jesper H ; Shapiro, Stewart A. ; Mason, Charlotte H. / Emotionality and semantic onsets : Exploring orienting attention responses in advertising. In: Journal of Marketing Research. 2010 ; Vol. 47, No. 6. pp. 1138-1150.
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