First attention then intention: insights from computational neuroscience of vision

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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands