• voluntary attention: a person actively searches out information that has personal relevance • selective attention: a person selectively focuses attention on relevant information • involuntary attention: a person is exposed to something surprising, novel, threatening, or unexpected - e.g.: surprise, movement unusual sounds size of stimulus, contrast effects and colour Several factors affect attention. These are factors inherent in the object of attention 1. Movement: An animated picture elicits more attention than a still picture
75 2. Size of an object : Large letters attract more attention than tiny font. 3. Contrast: Dark letters standout against alight background. 4. Colour: Colours, especially bright ones, gain more attention than drab colours 5. Novelty : Anew gimmick in advertising is an instant hit 6.