Attention is not a silver bullet

Attention is being touted by some within the advertising industry as a ‘silver bullet’ but research from Oxford University’s Saïd Business School suggests that’s far from the case.

Attention has become a buzzword in the advertising industry and that makes Dr Felipe Thomaz nervous. People talk about it as a silver bullet and “a cold chill goes down my spine”, the associate professor of marketing at Oxford University’s Saïd Business School told the Future of Marketing Initiative Annual Symposium (Oxford, April 2024). “Are we going to simplify the complexity of human behaviour into one KPI?”

Attention is nuanced

Attention is NOT all you need, he declared, as he outlined a colleague’s research in this area, based on an eye-tracking study assessing how more than 8,000...

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