Discuss the individual factors that affect attention.
What will be an ideal response?
Consumer motivation and ability are the major individual factors affecting attention. Motivation is the drive state created by consumer interests and needs. Interests are a reflection of overall lifestyles as well as a result of goals and needs. Product involvement indicates motivation or interest in a specific product category, and it can be temporary or enduring. Either way, product involvement motivates attention. Ability refers to the capacity of individuals to attend to and process information and is related to knowledge and familiarity with the product, brand, or promotion. Experts can attend to more information, more quickly and more effectively than novices and tend to be less plagued by information overload. Brand familiarity is an ability factor related to attention, and those with high brand familiarity may require less attention to the brand's messages due to their high existing knowledge.
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