Social Marketing Pemasaran Sosial

Alerting, Orienting and Executive Control

AlertingDefined as maintaining a state of high sensitivity to incoming stimuli and is associated with the frontal and parietal region of right hemisphere (Morroco and Davidson, 1998)

OrientingThe selection of information from sensory input and is associated with posterior brain areas including the superior parietal lobe, the parietal junction and the frontal eye fields (Corbetta, Kincade, Ollinger, McAvoy, & Shulman 2000, Posner 1980)

Executive ControlInvolving the mechanism for resolving conflict among possible responses. It activates the anterior cingulate and the lateral prefrontal cortex (Botvinick, Braver, Barch, Carter, Cohen 2001; Bush, Luu, Posner 2000)

Attention is a selective process. Selective attention arises from the brain limited capacity to process information (Lennie, 2003)

Three type of visual attention1. Spatial attention overt attention, when observers moves their eyes to the location, Covert attention, when attention is deployed to specific location without accompanying eyes2. Features Based Attention deployed covertly to specific aspects (color, orientation, motion direction) regardless of location3. Object Based Attention attention is influenced or guided by object structure

1. Eye movements Kowler 20112. The use of ideal observer to model overt and covert orienting of attention Geisler 20113. Visual search Nakayama & Martini 20114. Visual Cognition, executive function and memory Cavanagh 2011

Stimuli compete for limited resources Broadbent 1958, Kinchla 1980, 1992, Neisser 1967, Treisman 1960.