What is the attention?
1 - Bottom-up
This type of attention is a rapid, automatic
form of selective attention that depends on the intrinsic properties of the
input, such as its color or intensity (Koch 2004). Also it works with brightness
and movement. It is also known as saliency-based attention, indicating that the
more salient an object, the higher the probability of it being noticed.
The main idea is
automation, it means that most of the times you can’t control it. And in case
you want not to pay attention you even have to focus on it.
It can be seen as a pre-attention
2 - Top-Down Control
Top-down control depends on internal and
external states, goals, and expectations. Hence, looking for a can of Coke will enhance processing of
red areas in visual input by increasing the neuronal sensitivity for that
particular color (Theeuwes, 2010; Treisman & Gelade, 1980; Van der Lans,
Pieters, & Wedel, 2008)
The main idea is that the
information that is relevant for goal attainment will be attended to more than
irrelevant information. For example,
when we are thirsty, we pay more attention to drinks than to other ítems.
It can be seen as focal-attention.
Just to finish, here we have a funny example of focal-attention.
Just to finish, here we have a funny example of focal-attention.
What about attention on Marketing?
It is especially important to drag the attention (because it is highly correlated with 'buy intention') of customer in Retail. We can take advantages of the attention tips in order to organize the shelfs and as well the 'shopping trip'.
For example, we can say that product which drag top-down control attention should be at the back of the store so you force the your potencial customer to go through all the supermarket and visualize other product via bottom-up attention.
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your time!
Hope you
can enjoy!