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Dynamic advertising, including television and online video ads, demands new theory and tools developed to understand attention to moving stimuli. The purpose of this study is to empirically test the predictions of a new dynamic attention theory, Dynamic Human-Centred Communication Systems Theory, versus the predictions of salience theory.

An eye-tracking study used a sample of consumers to measure visual attention to potential areas of interest (AOIs) in a random selection of unfamiliar video ads. An eye-tracking software feature called intelligent bounding boxes (IBBs) was used to track attention to moving AOIs. AOIs were coded for the presence of static salience variables (size, brightness, colour and clutter) and dynamic attention theory dimensions (imminence, motivational relevance, task relevance and stability).

Static salience variables contributed 90% of explained variance in fixation and 57% in fixation duration. However, the data further supported the three-way interaction uniquely predicted by dynamic attention theory: between imminence (central vs peripheral), relevance (motivational or task relevant vs not) and stability (fleeting vs stable). The findings of this study indicate that viewers treat dynamic stimuli like real life, paying less attention to central, relevant and stable AOIs, which are available across time and space in the environment and so do not need to be memorised.

Despite the limitations of small samples of consumers and video ads, the results of this study demonstrate the potential of two relatively recent innovations, which have received limited emphasis in the marketing literature: dynamic attention theory and IBBs.

This study documents what does and does not attract attention to video advertising. What gets attention according to salience theory (e.g. central location) may not always get attention in dynamic advertising because of the effects of relevance and stability. To better understand how to execute video advertising to direct and retain attention to important AOIs, advertisers and advertising researchers are encouraged to use IBBs.

This study makes two original contributions: to marketing theory, by showing how dynamic attention theory can predict attention to video advertising better than salience theory, and to marketing research, showing the utility of tracking visual attention to moving objects in video advertising with IBBs, which appear underutilised in advertising research.

Organizational attention is an underdeveloped construct that can account for a variety of organizational phenomena. Attention is the means by which individuals select and process a limited amount of input from the enormous amount of internal and environmental inputs bombarding the senses, memories and other cognitive processes. This article develops a coherent theory of organizational attention, drawing on Cornelissenșs domain-interactive metaphor model. Topics that form the building blocks of individual attention research, including selective and divided attention, automatic versus controlled processes, attention and memory, attention and learning, are examined in terms of their applicability to the organizational context.

This study aims to investigate whether digital advertising can be effective despite consumer inattention and how certain common combinations of ad characteristics increase or decrease ad effectiveness under conditions of low attention.

Using two online experiments in naturalistic environment, the authors compare ad effects under focussed, divided and incidental attention, for certain ad characteristics, namely, appeal type and (mis)matching between appeal and brand type. The results are analysed using logistic regression.

Ad exposure under low attention does increase brand consideration and choice. The greatest uplift in impact occurs when moving from non-exposure to incidental attention. Under incidental attention, emotive advertising was more effective than rational advertising, as was matching rather than mismatching an emotional appeal to a hedonic brand. Conversely, under divided attention, rational advertising and mismatching a rational appeal to a hedonic brand were more effective.

This research explores the effectiveness of Twitter ads with an emotional or a rational appeal and the (mis)matching between appeal and utilitarian or hedonic brand type. Future research can examine other formats and creative elements of digital advertising that can affect the low-attention processing and the effects that occur.

Intrusive, attention-getting advertising strategies may not be necessary. Certain common creative devices can increase advertising effectiveness despite low attention, so marketers can ensure consumer-centric marketing communication.

There has previously been limited understanding of low-attention mechanisms in advertising and little evidence of ad effectiveness under conditions of low attention. The research also demonstrates that certain ad characteristics, linked to common creative devices, enhance the impact of advertising despite low attention.

The purpose of this paper is to explore the role leader attention plays in the nurture of transformational leadership (TL) behavior, as well as the mechanism by which TL affects innovation ambidexterity, this research empirically studied the relationship between leader attention scope (LAS) and innovation ambidexterity (exploratory innovation and exploitative innovation) through the mediating role of TL. Further, the moderating effect of environmental dynamism (ED) on the relationship between TL and innovation ambidexterity was examined.

Empirical study was adopted by distributing questionnaires to high echelon leaders in mainland China to assess related variables. Structural equation modeling was used to examine the relationships of the variables based on the 188 returned questionnaires.

The results show that LAS had a positive effect on innovation ambidexterity, and the relationship was partially mediated by TL. ED negatively moderated the relationship between TL and innovation ambidexterity.

The results suggest that upper echelon leaders receive more unfamiliar, outward-oriented, and source-diverse information to broaden their attention scope. The broad outlook they get obliges them to engage in TL behavior which is beneficial for innovation ambidexterity.

Based on upper echelons theory, this research reveals the realization mechanism of innovation ambidexterity from the perspectives of leader attention and leadership behavior. This paper avoids the previous research limitation of prevalently employing demographic measurements to substitute for leaders’ psychological processes. The study of LAS also explains the formation mechanism of TL. ED is considered to examine the effectiveness of TL.

This paper aims to analyze the visual attention, transparency perception and attitude of Brazilian women from generation Z toward sponsorship disclosures with a different number of text messages used in native advertisements made by a digital influencer.

A quantitative and multi-method experiment was conducted through a within-subjects experimental design with 149 women. The eye-tracker assessed visual attention and questionnaires measured transparency perception of sponsorship and attitude toward native advertisements. To analyze eye-tracking and transparency perception data, Friedman’s analysis of variance was used. Structural equations were modeled for analyzing attitude data.

The quantitative results indicate that disclosures with a single textual message obtain more visual attention than multiple textual messages. However, sponsorship disclosures with multiple textual messages obtain the best transparency perception and generate a better attitude toward native advertisements.

This study extends the theory by investigating the relationship between visual attention to sponsorship disclosure with a different number of textual messages and the target audience's responses to them.

The analysis of Brazilian generation Z women's responses to native ads might contribute to companies, marketing professionals and digital influencers obtaining great visual attention, transparency perception and attitude toward ethical and transparent ads to this audience.

To the best of the authors’ knowledge, this is the first study to analyze Brazilian generation Z women's visual attention, transparency perception and attitude toward sponsorship disclosure with single and multiple textual messages in native advertisements.

Drawing upon upper echelon, regulatory focus and attention theories and focusing on SMEs, the purpose of this paper is to answer questions on how the motivational disposition (promotion vs. prevention regulatory focus) of CEOs affects their information search patterns (i.e. search selection and intensity) and consequently organizational level engagement in different types of innovation activities (exploration vs. exploitation).

A quantitative study was conducted collecting data from the CEOs of SMEs operating in the dynamic wine and spirits industry in Greece. The data were collected in two independent time streams and the proposed theoretical model was tested by applying OLS regression analysis.

The current research provides evidence that differences in CEOs’ level of promotion and prevention focus trigger different information search selection and search intensity patterns. Nonetheless, the attention to innovation components act as mediators only in the hypothesized relationships between a CEO's level of prevention and promotion focus and exploration. Paradoxically, filtered through attention to innovation and triggered from the same motive, that is to reduce negative emotions, promotion focus CEOs choose to direct resources to exploitation and avoid investing in exploration, whilst the opposite was supported for prevention focus CEOs.

The results highlight the important role of a CEO's regulatory focus orientation in promoting diverse attention to innovation patterns and firm-level innovation tendencies towards exploration and/or exploitation.

This study's contributions extend and combine the theories of regulatory focus, UET and attention in the field of managerial/entrepreneurship behavior and innovation. Therefore, they are valuable for understanding the determinants of firm-level innovation choices (exploration vs. exploitation) in SMEs.

The purpose of this paper is to investigate the mediating effect of information search effort on the relationship between leader narcissism and team creativity in China based on attention theory. The paper also explores participative decision making as a moderator in the relationship between team leader narcissism and information search effort.

Through a survey of 667 team members and their team leaders from 96 research and development teams at 23 high-tech enterprises in China with paired samples, cross-time data were collected. Confirmatory factor analysis, hierarchical regression and path analysis were adopted to analyze the data.

This paper found that leader narcissism had a positive impact on team information search effort, thereby promoting team creativity, and the effect of leader narcissism on team information search effort is more positive in the context of high participation in decision making.

Narcissism should be a noteworthy trait in manager selection and promotion especially for the departments and teams which focus on innovation and creation. And companies should pay attention to the team work processes to ensure that team members have the opportunity to participate in decision making for promoting the team leader’s narcissistic “bright” side in the institutional environment and avoiding the “dark” side.

This paper discusses how and when leader narcissism influences team creativity in Chinese high-technology enterprises based on attention theory. This research expands the application of attention theory at the team level.

This paper aims to explore the social entrepreneurs’ attention allocation and their resource action that lead to hybrid organization using the paradox theory. Paradox theory deepens understandings of the varied nature, dynamics and outcomes of entrepreneurial tensions. This study explores the systematic effects of internal and external attention on both economic and social performance.

First, theoretically, hypotheses linking different attention allocations to ambidextrous behavior and entrepreneurial performance were formulated. Subsequently, the empirical studies based on Chinese social entrepreneurship were conducted to test the hypotheses.

The study provides support to the hypotheses showing that external attention is linked to resource acquisition and social performance, while internal attention is linked to resource acquisition and strategic human resource management and thus these ambidextrous behaviors promote both social and economic performance. Furthermore, normal pressure moderates the relations between internal attention and strategic human resource management only.

The research measures entrepreneurs’ attention with questionnaire rather than psych test. Also, static data rather than longitudinal research is designed to test the hypotheses.

Deeper understanding of the attention of social entrepreneurs and resource action can help entrepreneurial outcomes and can potentially contribute to paradox and tension management by entrepreneurial practitioners in China.

Social entrepreneurs’ different attention allocation and related entrepreneurial ambidextrous behavior processes are linked to paradoxical thinking for the first time. The findings of this research can potentially enhance social entrepreneurship paradoxical thinking aimed at preventing mission drift.

This paper analyzes how the distribution and structure of employees' attention influence idea survival in an organizational internal crowdsourcing session.

Data from an online internal crowdsourcing session carried out within a multinational company with headquarters in Sweden were used to explore how idea attention influenced idea survival.

Our findings indicate that the positive relationship between attention allocation and idea survival is mediated by idea appreciation, i.e. positive comments and suggestions that employees provide in response to ideas. In addition, we find that competition for attention negatively moderates the relationship between idea attention and positive comments. Finally, our results indicate that ideas are more likely to survive if they are submitted earlier in the crowdsourcing process and when the elapsed time since previously posted ideas in the session is longer.

This study provides organizers of internal crowdsourcing sessions with new insights about factors influencing idea survival and about potential systematic biases in idea selection due to timing and competition between ideas.

This paper contributes to the literature highlighting the relevance of attention-based theory in the context of crowd-based creativity and innovation management.

This article seeks to answer the following research question: How does the focus of attention and situated attention contribute to the formulation and implementation of the service orientation in the business strategy?

Structural equation modelling is used as a research methodology.

The paper suggests that the formation and implementation of service orientation in the business strategy is influenced strongly by managerial attention.

The results suggest that a survey is suitable for investigating managerial cognition and attention, but future research should benefit from obtaining data on managerial attention through interviews or secondary data such as company documents.

The main effect on strategy implementation and the moderating role of situated attention suggest that managers should be aware of the potential inertia by implementing a service‐oriented business strategy. The main effects for strategy formulation suggest that the formulation of a service‐oriented business strategy is triggered through decreasing product margins in the case of product‐oriented companies, whereas it is triggered by increasing customer expectations for service‐oriented companies.

The study examines the moderating effects of focus of managerial attention and situated management attention on the service orientation of business strategy.