Voluntary attention is engaged when consumers devote attention to an advertisement or other marcom message that is perceived as relevant to their current purchase-related goals.

Question

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Voluntary attention refers to the intentional attention that consumers give to a marketing communication message that is perceived as relevant to their current purchase goals or needs. This is in contrast to involuntary attention which occurs when a message grabs a consumer's attention regardless of whether or not they were intending to pay attention.

Voluntary Attention Is Engaged When Consumers Devote Attention to an Advertisement