First attention then intention: insights from computational neuroscience of vision

Milica Milosavljevic and Moran Cerf

Attention is a critical construct for anyone involved in marketing. However, research on attention is currently lacking in the marketing discipline.

First attention then intention: insights from computational neuroscience of vision

Milica Milosavljevic and Moran CerfCalifornia Institute of Technology

INTRODUCTION

Research that integrates findings from cognitive psychology, cognitive neuroscience and marketing is in its infancy. Nevertheless, a few marketing researchers have ventured into this brave new world, which is expected to hold much potential for advertising research (Vakratsas & Ambler 1999). Merging cognitive neuroscience with research on consumer behaviour offers tremendous potential for growth in knowledge. This is especially so because 'a great mismatch exists between the way consumers experience and think about their world and the methods...

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