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AA (WHAT (to build attention for), HOW to get attention, Gap, Similarity)…

- - - - The Associative Machine Your brain automatically connects ideas, emotions, and actions without you realizing it—this is called associative activation. Subtle cues in your environment can influence how you think, feel, or behave, a process known as priming. When thoughts affect your physical actions, it’s called the ideomotor effect—for example, reading words about old age can make you walk slower, known as the Florida effect. Even your body can influence your mind, like frowning making you feel more upset. Many of the decisions you believe are conscious and rational are actually shaped by these hidden triggers. System 1, the fast and automatic part of your mind, creates these effects. It’s powerful but can often lead you without you realizing it.
    - - Top-down attention is about how stored associations guide what we focus on, Helps maintain focus and shape preferences
    - - This article explains how spreading activation in memory works, particularly through Anderson’s ACT theory. It says that when we study or remember something, our brain activates related concepts (called "schemata") through associations. The strength and closeness of those connections affect what gets activated and remembered. These activated associations help in elaborating, recalling, or even reconstructing the original material. One key point is that this activation isn’t all-or-nothing — it's gradual and influenced by context, which explains why memory works differently in different situations. This theory helps explain complex memory behaviors that older models couldn’t.
  - - - Cognitive Ease When something is easy to understand, your brain feels comfortable and assumes everything is fine — this is called cognitive ease. Because of this, you're more likely to believe or trust what you're seeing or hearing. When words or ideas are repeated or shown clearly, they feel familiar, and this can create an illusion of familiarity — making you think they’re true or important, even when they’re not. This leads to the illusion of truth, where statements seem more believable just because they’re repeated or easy to process. That’s why clear fonts, simple words, rhymes, and easy-to-pronounce names make messages feel more trustworthy. In practice, marketers, writers, and politicians use these tricks — like repetition and simplicity — to make their messages more persuasive, knowing that if something feels easy, people are more likely to believe it.
    - - Predictive Value Stage: 2 This supports your idea that brand associations guide attention. When a brand builds clear associations in the consumer's mind, it helps the brain quickly predict value — which can capture attention and influence choice.
    - - Explains that people think of brands as if they have personalities, like being fun, honest, or tough. She grouped these into five types: Sincerity, Excitement, Competence, Sophistication, and Ruggedness. These help explain the kinds of things people associate with a brand like Lipton Ice Tea — for example, they might see it as refreshing, wholesome, or relaxing. In this thesis, these personality types help organise and understand the brand associations found in consumers’ minds, and how those associations can attract attention and shape how the brand is remembered.
    - - Explains that strong brands are built on brand associations that are positive, memorable, and different. These associations live in the consumer’s memory and help shape how they feel about a brand. This supports the idea in the Associative Attention framework that the right associations can help a brand capture attention and stay memorable. For example, if consumers associate Lipton with “freshness” or “relaxation,” those associations can quickly come to mind and influence choice.
    - - Offers a comprehensive way to categorise brand associations by exploring both the visible elements (e.g., logo, language, celebrity endorsement) and the internal meanings (e.g., values, consumer self-perception) of a brand. In the context of the Associative Attention framework, the six facets — physique, personality, culture, relationship, reflection, and self-image — help break down how associations are formed, projected, and internalised by consumers. This structure supports the analysis of brand meaning not just as an outcome of design or advertising, but as a strategic system of associations capable of influencing both attention and emotional connection.
- - - - (Attention and Effort) When you concentrate on one thing and your System 2 is busy, you miss other things—like missing a dancing gorilla. Your pupil gets dilated, and its size increases. Pupil dilation equals mental effort. Pupil measurements are used to track attention in real-time. Learning and practice make System 2 tasks feel easier over time. If you adapt or train the consumer’s mind with familiar things, it makes System 2 feel easier and more comfortable when choosing. Mental effort is like money: it’s spent carefully. You often unconsciously evaluate if a task is worth the effort. People do not like effort, and they will go toward things that require less effort from the brain. We default to easy tasks and mental shortcuts unless forced to engage in deeper thinking. Their System 2 has trained itself to automate many tasks.
      - The Lazy Controller
        System 1 gives quick but wrong answers, and System 2 is often too lazy to check. Everyone’s System 2 is naturally lazy
    - - Bottom-up attention is about how brands catch the eye, Helps grab attention at first glance
    - - Visual identity is crucial for first impressions and brand recognition (Mirzai, Sobhani Fard and Slambolchi, 2016). A brand’s visual identity—like its logo, color, packaging, and design—is often the first thing people notice. Since the human brain is wired to process visuals quickly, strong and consistent design helps a brand stand out in a crowded space. Eye-catching packaging, a unique logo, or a bold color scheme can grab attention instantly and make the brand easier to remember, helping it stay top of mind.
        
        Mirzai, Sobhani Fard and Slambolchi (2016) explain that a brand’s visual appearance helps communicate symbolic meanings and attracts consumer attention. Beyond just looking nice, visual elements also carry symbolic meaning. The style, shape, or color of a product can signal messages like “youthful,” “luxurious,” or “eco-friendly.” These messages connect emotionally with people who see the brand as a reflection of themselves or who they want to be. This emotional connection helps the brand grab deeper attention, not just visually but psychologically.
    - - Attention Challenges
        
        The “attention challenge” arises due to overwhelming digital content, frequent device interruptions (like notifications), and multitasking, all of which fragment consumer focus. Advertisers often rely on poor-quality, interruptive ads and measure attention using weak metrics like time spent or clicks. These strategies fail to account for deeper engagement linked to personal goals—such as functional needs or emotional identity. As a result, consumers avoid ads, trust declines, and marketing effectiveness drops. True attention must be goal-driven and aligned with consumer motivations to be meaningful and impactful.
      - Type of Attention
        
        Top-Down: Goal-driven 2. Bottom-Up: Stimulus Driven 3. Cognitive: Rational goal 4. Emotive: Personal. feeling and identity-based 5.Full attention – focused on the ad. 6. Partial attention (primary) – multitasking, but still looking. 7. Partial attention (secondary) – not directly focused. 8. No attention – completely distracted or ignoring.
      - Attention Theorise
        
        Capacity: invest based on motivation and ability. 2. Low Attention: semi-consciously, do it repeatedly. 3. Top-Down/ Bottom-Up
      - Attention is limited, and we give only when it helps us to reach our goals. Utilitarian Goals (cognitive attention) and Value-Expressive Goals (emotional attention)
      - Context Matters
        
        Ad goals – Is it for awareness, branding, or driving action?
        
        Personal goals – Is the viewer looking for facts or inspiration?
        
        Media moment – Are they relaxing, multitasking, or bored?
        
        Media brand – Do they trust and enjoy the magazine or site?
        
        Ad relationship – Is the ad helpful, annoying, or relevant?
      - 4 Type of attention in the framework
  - - - Best option: magazine, newspaper, premium digital publisher (voluntary attention)
        Avoid Option: Programmatic ads and interruptive ads (distraction or skipping)