Towards an integrated model of low attention advertising effects

Purpose The purpose of this paper is draw together the different explanations of low attention advertising effects in the related, yet traditionally separate, paradigms of low involvement processing and mere exposure effects. Further to this, the paper aims to integrate these perspectives into a more holistic theoretical framework for researching and explaining low attention advertising effects. Design/methodology/approach A critical review of the consumer literature in the related areas of low involvement processing and mere exposure effects is undertaken. This reveals very different explanations of the psychological processes that underpin research within these paradigms, and gives rise to a conceptual problem in the understanding of how advertising creates effects under conditions of low attention. Findings This paper argues that these two streams of research should not be seen as competing theories, however, but that collectively they explain the different routes by which advertising creates effects under conditions of low attention. Specifically, the paper proposes an integrated model of advertising effects that identifies two distinct routes to the creation of advertising effects under conditions of low attention. This model is founded on the notion that mere exposure effects are essentially driven by perceptual processes, whilst low involvement processing is almost universally seen to be underpinned by conceptual processes. Practical implications As the two routes incorporate different psychological processes, it is argued that such a distinction gives rise to important implications for advertising design and research. These are discussed in detail. Originality/value This paper draws together the various strands of research from related, yet traditionally separate, fields of research and provides a framework in which to develop further empirical and theoretical work into low attention advertising effects.