ABSTRACT
For advertisers and their agencies, the most important implication of the theoretical assumption that attention is an epiphenomenon is that “getting attention” cannot be an advertising objective, except in the limited sense of gaining “sensation.” Certain preference formation regarding goods selection strategies cannot be executed without specific types of information about the available brands. Consumer behavior with respect to information is assumed to be related to consumer behavior with respect to goods in a subgoal-goal relationship. The consumer may engage in several types of behavior to “consume” the acquired information. Perception is assumed to involve two types of behavior: pattern recognition and comprehension. Once intentions for information have been formed, the consumer is faced with the task of acquiring this information. The successful achievement of that goal may involve several subtypes of behavior, including transportation of the consumer to the source of the information.
