WAW-What Attention Wants

Marketing and advertising researches have shown a need for further investigation over attention, considered the prerequisite for all marketing efforts. The literature gaps on attention are mostly related to how marketing stimuli, passing the selection process and attracting attention, operate and develop on individuals’ behavior. The theoretical process from which the research model has been developed is the stimuli interpretation process. Attention has been studied from a two-components approach formed by bottom-up and top-down attention. In particular, the study investigates the impact that several selected variables, some of which related to the two attention components, have on memory and action. Results, collected through questionnaires submitted during the Milan Design week, both around the city and inside the International design products and furniture fair, were based on the responses of300individuals. From results, it can be concluded that top-down attention related variables are correlated to memory and that both top-down and bottom-up attention related variables are connected to conversion. The results provide important implications for marketing and advertising managers clarifying the impact of certain stimuli on individuals’ perception and consequent behavior.