A Framework for Investigating Low Attention Processing of Advertising

Abstract

In the cluttered digital landscape, it has been widely accepted that advertising typically receives low attention from consumers. This condition becomes a problem when many marketers switch to digital media, which is accelerated by the pandemic period in various countries. Restrictions on physical activity make digital marketing activities the primary alternative for marketers and consumers. The study of how advertising can get adequate attention, so that it can contribute to marketing is very necessary in both theory development and practical needs. Yet, advertising effectiveness at low attention has been the subject of limited research. As low-attention processing involves a set of mental processes, some being at subconscious level, the difficulty concerns the methodology for investigating those processes and measuring the effects that occur. This paper proposes a novel framework for investigating low attention to advertising, incorporating the four levels of competition for attention, and a naturalistic approach to research. We provide preliminary evid
 Keywords: advertising research, digital advertising, low-attention processing, post pandemic