Author Type

Graduate Student

Date of Award

2007

Document Type

Dissertation

Publication Status

Version of Record

Submission Date

October 2026

Thesis/Dissertation Advisor [Chair]

Shaw, Eric H.

Abstract

Consumers are exposed to thousands of marketing messages every day. In such a cluttered environment, gaining consumers· attention becomes an increasingly important business objective. This study expands the concept of attention from a simple view of attention as se lection of stimuli to a more elaborate two step process consisting of (I) preattention and (2) focal attention. The focus of this research is on preattention, which is determined by physical characteristics of objects in a visual scene. This study also i1Pproves the measurement ofpreattention by surveying the neuroscience literature and using a computational model to measure preattention. This improved measure allows us to provide an enhanced explanation of how preattention f::tcilitates mere exposure effects. Results confirm that preattentive processing of an ad in a visual scene affects liking of that ad even when people do not remember previously seeing the advertisement. The study also finds that subtle. preattentive processes require increasing amounts of time in order to affect focal attention and attitude toward the ad.

Extent

141 p.

Comments

College of Business|Dissertation (Ph.D.)--Florida Atlantic University, 2007.|College of Business

Identifier

FA00000607

Format

pdf

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