Visual attention and emotional devaluation of products: an implication for advertisers

Thi Thanh Ho Phuc ()
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Thi Thanh Ho Phuc: Marketing and Sales Manager South Saigon Development Corporation, Hochiminh City, Vietnam

Far East Journal of Psychology and Business, 2011, vol. 3 No 2 Paper 4 May, issue 4, 38-58

Abstract: There have been many studies that focus on visual attention. However, little is known about how attentional inhibition processes impact emotional evaluation of products. The purpose of this study is to investigate how the attentional state associated with products can affect subsequent emotional judgments about the same products. In the first part of the experiment, thirty seven subjects are instructed either to press a key as fast as possible after seeing a product of one type or to withhold a key after seeing a product of a different type. The withholding action is required in order to associate the product with an inhibitory state. Afterwards, participants are requested to make an emotional judgement about the products they had just seen and novel products. It is found that participants rated products associated with a key press more positively than products associated with a withhold response. The results suggest that attentional inhibition on a product causes an emotional devaluation response. This raises an important implication for advertisers: product-related images shown to consumers while they are paying attention to other demanding activities could generate negative rather than positive effects.

Keywords: Visual attention; Emotional Manager; Sales Manager; South Development Corporation; Hochiminh City (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2011
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