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EMAC 2024 Annual


How to Gain and Hold Attention: Combining the Perspectives of Research, Practice, and Consumers to Generate a Comprehensive List of Attention Tactics
(A2024-119748)

Published: May 28, 2024

AUTHORS

Julian Kopka, University of Wuppertal; Lennart Borgmann, University of Wuppertal; Tobias Langner, University of Wuppertal

ABSTRACT

Getting consumers’ attention is the single greatest challenge for advertisers. It follows a two-step process: While the first step must be to gain initial contact, the second is to hold it. We propose four different mechanisms explaining how attention tactics to gain and hold attention work: pure attention-gainers involve (1) physical intense stimuli (perceptual salient cues), while tactics to hold attention rely on (2) biological stimuli, (3) socially conditioned or (4) cognitive engaging stimuli. We conduct systematic literature reviews of 22 marketing communications textbooks (Study 1), 413 journal publications (Study 2), and 123 trade magazines (Study 3). We complement this by 52 consumer interviews with mobile eye-tracking (Study 4), focusing on the attention they paid to ads while browsing their private Instagram accounts on their own smartphones. As a result, we offer a list of 114 attention tactics for advertising practice.