The Evolving Landscape of Consumer Attention: Multimodal Marketing Research in the Age of Information Overload

EasyChair Preprint no. 13956

Abstract

In the current landscape of digital media and connectivity, consumer attention has become a highly valuable and elusive commodity. As individuals are bombarded with a constant stream of information and stimuli across multiple channels, the ability to capture and retain their focus has become increasingly challenging for marketers and researchers.

This paper explores the evolving dynamics of consumer attention and the growing need for multimodal marketing research approaches. It examines how the age of information overload is transforming consumer behavior, where fragmented attention spans, multitasking, and the proliferation of media platforms have reshaped the ways in which individuals engage with and respond to marketing messages.

Drawing on the latest empirical evidence and case studies, the paper discusses innovative multimodal research methodologies that leverage biometric data, eye-tracking, neuroscience, and other emerging technologies to gain deeper insights into the complex psychological and physiological factors that drive consumer attention, engagement, and decision-making.

The analysis highlights the importance of adopting a holistic, cross-channel perspective to understand the multimodal nature of contemporary consumer experiences. By integrating data from various sensory and behavioral modalities, marketers can uncover nuanced patterns of attention allocation, emotional responses, and cognitive processing that traditional self-reported methods often fail to capture.

The paper concludes by outlining the strategic implications of this evolving research landscape, emphasizing the need for marketers to develop more agile, data-driven, and user-centric approaches to content creation, media planning, and campaign optimization in order to effectively navigate the attention economy and maintain a competitive edge.

Keyphrases: consumer, Contemporary, Marketers

@Booklet{EasyChair:13956,
  author = {Axel Egon and Hubert Klaus and Dylan Stilinski},
  title = {The Evolving Landscape of Consumer Attention: Multimodal Marketing Research in the Age of Information Overload},
  howpublished = {EasyChair Preprint no. 13956},

  year = {EasyChair, 2024}}