Marketing
fromExchangewire
2 days agoAdvertising Strategy: The Dog and the Fridge Door
Advertising must recreate a singular, deeply salient cue that breaks through human selective attention and pervasive digital distraction.
When my order arrived, I kept wondering how I could've missed something so obvious. The answer? Selective attention - our brain's way of focusing on what seems most important in the moment, while filtering out the rest. Cognitive principles like selective attention shape every user interaction - what people notice, remember, learn, and even the mistakes they make. Apply them thoughtfully, and you can reduce mental effort, guide users' attention, ease recall and retention, and even motivate users.
This phenomenon is referred to as selective attention, and a famous study designed by Simons and Chabris (1999) demonstrated it quite well. For their research, these scientists showed a video to student volunteers featuring players passing basketballs back and forth, one team in white t-shirts, and the other team in black t-shirts. The viewers were instructed to count the passes between players wearing the white t-shirts.