It sounds like a simple question, but recent advances in neuroscience prove just how complex a challenge gaining and holding attention can be.

In this feature, we explore how external stimuli, memories and priorities intersect to decide where audience members direct their attention – and the techniques that marketing and advertising can adopt to draw it towards their campaigns:

  • The characteristics of advertising most likely to capture attention
  • The roles played by novelty, emotion and alignment with priorities, in deciding what we pay attention to
  • The difference between endogenous and exogenous attention – and the importance of distinguishing between them
  • The most successful attention-grabbing strategies that brands have adopted.
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