Emotionality and semantic onsets: Exploring orienting attention responses in advertising

Jesper H. Nielsen, Stewart A. Shapiro, Charlotte H. Mason

Research output: Contribution to journalArticlepeer-review

23 Scopus citations


Prior research on attention shifts to advertisements has focused primarily on demonstrating how perceptual features can shift attention to advertisements. In this article, the authors demonstrate that certain semantic characteristics of nonfocal advertising elements may similarly attract attention when consumers are focused on a primary task elsewhere in the visual field. In three experiments, the authors investigate how orienting attention responses to highly emotional advertising elements Influence ad and brand awareness in cluttered environments. Specifically, they demonstrate that preattentive processing of the semantic Information in nonfocal ad headlines can elicit orienting attention responses that result in predictable increases in ad and brand awareness.

Original languageEnglish (US)
Pages (from-to)1138-1150
Number of pages13
JournalJournal of Marketing Research
Issue number6
StatePublished - Dec 2010


  • Advertising
  • Attention
  • Automaticity
  • Emotions
  • Preattention

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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