For The Magic of Distraction, Ster conducted neuro research in collaboration with Unravel. Thirza Commandeur: ‘We measured the cognitive and visual attention of respondents using EEG scans and eye tracking. We also looked at the power of associations in the brain. Before and after, the participants filled out a Intuitive Response Test in. They intuitively indicated whether combinations of words and brand names fit together or not. This makes it possible to measure the strength of associations such as attractiveness, reliability and purchasing behavior in the brain.’
Sabrina Pieters, sales manager of Ster. ‘Distraction does not mean that there is no attention.’ When participants were distracted, it turned out that they still looked at the TV screen almost a quarter of the time during the television commercials, especially during the first showing of the spot. For example, because a certain sound or music drew their attention to the screen.
When you are distracted, you are more receptive to advertising messages than when you pay full attention to a commercial. If you actively watch or listen to something, your brain will come up with counter arguments, for example not to buy something. This is what it becomes in psychology sleeper-effect mentioned, says Thirza. ‘This means that your advertising message will be received better and more convincingly by the distracted consumer in the long term.’
2023-11-10 15:41:14
#magic #distraction #reach #distracted #consumer
