Milosavljevic, Milica and Cerf, Moran (2008) First attention then intention: insights from computational neuroscience of vision. International Journal of Advertising, 27 (3). pp. 381-398. ISSN 0265-0487. http://resolver.caltech.edu/CaltechAUTHORS:20091015-123300026
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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.
|Additional Information:||© 2008 Advertising Association.|
|Group:||Koch Laboratory, KLAB|
|Usage Policy:||No commercial reproduction, distribution, display or performance rights in this work are provided.|
|Deposited By:||Jason Perez|
|Deposited On:||16 Oct 2009 21:55|
|Last Modified:||19 Sep 2013 21:37|
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