"Attention Perceptual Disorder"

Clients have started to lose their way of understanding the 'perceptual process' of consumers. Relying on flooding the beginning of the perceptual process instead of understanding the consumers stimuli response.

Perception is the selecting, organizing and interpreting of information. How should clients interpret the consumers response to this step by step process?

The goal for a client is to position themselves in the best spot(s) possible so that their product/service is in a favourable position for their target market. Get colourful with your messaging.

How are clients going to know their messaging is resonating? Return on Investment (ROI)? Sure but is that all?

The client needs to go further back in time.

We are living in a day and age of 'selective exposure'. The media consumption model is not being given to the consumer it's being selected by the consumer. They are no longer passive passengers being spoon fed the latest sitcom being forced down their throat (see the 1960's through to the mid 2000's). Consumers are very 'picky' in what they put into their sensory stomachs.

Ever heard of Ernst Weber? Me neither. He's German. Actually he's a german physician who's considered the founders of experimental psychology.

His theory is that there is a 'JND' (for all you young folks that's called an acronym like AF or LOL, JK, etc..). Just noticeable difference. JND in stimuli. The smallest difference in stimuli a person can detect.

People don't perceive stimuli in terms of their absolute intensity but rather their intensity relative to other stimuli. For example, what the consumer is 'taking in' with regards to advertisements is similar to a baseline (just there) but if there were something more intense to change it...then...that would be the JND.

Why don't more clients invest in trying to become more 'stimulating' versus towing the line? That part I am unsure of. There are theories that people don't want to lose their jobs. Easier to play safe...laziness/fatigue have entered the picture. Advertising is not working like it used to (and yes that sounds 'old' but is it?). The industry has built some amazing pieces over the years and has some tiny bright spots but currently it feels more like the industry has given up to click bait.

Let's hope not for the sake of great creativity to enter our worlds again.