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Foreword
This research contributes significantly to understanding the impact of viewers’ preattentive processing on advertising messages on the Web. Previous research on advertising effects has focused on consumers’ cognitive or conscious processing of advertisements. Previous research has failed to address preattentive processing, where consumers are not conscious of ads as they focus their attention elsewhere, in this case, on the editorial or webpage content. This study breaks new ground in this important area.
Although the study of preattentive processing of messages or stimuli is popular in the field of cognitive psychology, there is a dearth of studies examining preattentive processing in the context of advertising. This oversight warrants investigation because much advertising is received and processed in a preattentive manner.