TY - JOUR
T1 - First attention then intention
T2 - Insights from computational neuroscience of vision
AU - Milosavljevic, Milica
AU - Cerf, Moran
PY - 2008
Y1 - 2008
N2 - Attention is a critical construct for anyone involved in marketing. However, research on attention is currently lacking in the marketing discipline. This is perhaps due to inherent difficulties in measuring attention. The current paper accentuates the importance of better understanding attention, and suggests studying attention as a two-component construct consisting of equally important bottom-up and top-down processes. While research on top-down attention has recently been undertaken by Pieters and Wedel (2004; 2007), the current paper introduces the field of computational neuroscience and its research on visual attention as a useful framework for studying bottom-up attention.
AB - Attention is a critical construct for anyone involved in marketing. However, research on attention is currently lacking in the marketing discipline. This is perhaps due to inherent difficulties in measuring attention. The current paper accentuates the importance of better understanding attention, and suggests studying attention as a two-component construct consisting of equally important bottom-up and top-down processes. While research on top-down attention has recently been undertaken by Pieters and Wedel (2004; 2007), the current paper introduces the field of computational neuroscience and its research on visual attention as a useful framework for studying bottom-up attention.
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U2 - 10.2501/S0265048708080037
DO - 10.2501/S0265048708080037
M3 - Article
AN - SCOPUS:50649086113
SN - 0265-0487
VL - 27
SP - 381
EP - 398
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 3
ER -