What's up? Exploring Upper and Lower Visual Field Advertising Effects

This research examines the effect of the vertical positioning and format of online advertising on attention, aided recall, and brand attitude.

What's up? Exploring Upper and Lower Visual Field Advertising Effects

Kendall Goodrich

Wright State University


Attention has been defined as “the process by which an individual allocates part of his or her cognitive resources (mental capacity) to a stimulus” (Hoyer and MacInnis, 1997). The marketing importance of attention has been demonstrated by its inclusion in major advertising and cognition models (e.g., AIDA, Strong, 1925; hierarchy of effects, Lavidge and Steiner, 1961; Palda, 1966).

However, most advertising goes unnoticed (Grunert, 1996) because of limitations on attention. Millions of bits of data per second travel down the optic...

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