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.