Abstract

This study was designed to test that the amount of attention drawn to an advertisement mediates the effect of advertising. The first experiment manipulated the amount of attention to an advertisement and found this have an impact on the importance of the attribute. The second experiment manipulated the relevance of the ad`s picture, the type of statement, and the number of repetitions of the ad, and found that repetitions of the ad attracted more attention, but the attention was not related to the importance of attribute.