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This s.

Key contributions:

· Marke

This article argues that engaging the attention of prospects when advertising has not received sufficient attention in marketing research or by practitioners. It points out that consumer science typically only becomes involved after content is created. To enable further involvement of marketing science in the process of actively engaging attention, the author presents a motivation framework and links the different classes of motivation to different forms of attention engagement. This article employs the conceptual framework from the author’s 1978 article “Consumers’ Perceptions of the Product-Use Situation.”

Key contributions:

• Discusses conceptual issues concerning how and why consumers attend to marketing content
• Links forms of attention engagement to different classes of motivation
• Provides strategies for effectively engaging the attention of target members of an audience

This s.

Key contributions:

· Marke