A Framework for Investigating Low Attention Processing of Advertising in Post Pandemic Era
Irene Santoso(a*)- Endi Rekarti (b)

a) Massey University, New Zealand
Massey University, Private Bag 11 222, Palmerston North, 4442, New Zealand.
*i.santoso[at]massey.ac.nz
b)eCampus, Universitas Terbuka, Indonesia
Jl. Pd. Cabe Raya, Pd. Cabe Udik, Kec. Pamulang, Kota Tangerang Selatan, Banten 15437, Indonesia

Abstract

In the cluttered digital landscape, it has been widely accepted that advertising typically receives low attention from the consumers. This condition becomes a problem when many marketers switch to using digital media which is accelerated by the pandemic period in various countries. Restrictions on physical activity make digital marketing activities the main alternative for marketers and consumers. The study of how advertising can get adequate attention so that it can contribute to marketing is very necessary in both theory development and practical needs. Yet, advertising effectiveness at low attention has been the subject of limited research. As low attention processing involves a set of mental processes, some being at subconscious level, the difficulty concerns the methodology for investigating those processes and measuring the effects that occur. This paper proposes a novel framework for investigating low attention to advertising, incorporating the four levels of competition for attention and a naturalistic approach to research. We provide preliminary evidence that supports the value of this framework.

Keywords: Advertising Research, Digital Advertising, Low Attention Processing, Post Pandemic

Topic: Management (HR, Marketing, Finance, Operational, and Strategic Management)