The Attention Dichotomy: How To Distinguish Good Attention From Bad | AdExchanger
Briefly

Identifying two types of attention According to the National Institute of Health, there are two major types of attention : exogenous takes the form of stimulus-driven attention, e.g., reacting to a glass suddenly breaking. This attention is often thought of as "interruption." Meanwhile, endogenous is more conscious and purposeful, like concentrating on work or taking an exam. This attention is often thought of as "earned."
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