A NEUROSCIENTIFIC APPROACH ON THE IMPACT OF INFORMATION OVERLOAD ON CONSUMERS' ATTENTION

Information overload represents one of the biggest problems of our times, as consumers are constantly exposed to different types of information from commercial and non-commercial sources. Especially in the advertising industry, the overload of commercial information determines the consumer to pay less attention to the advertised brands and products and reduce by this their effect on consumers. Therefore it is important to optimize the amount of information which individuals and consumer receive in order to increase its efficiency. In this paper there are presented the results of an eye-tracking experiment about the unconscious reactions of consumers towards information overload in advertising. There has been measured the view of the participants towards an advertising in an overload condition, containing a bigger number of objects in comparison to a reduced info condition of an advertising with a smaller number of objects. The results have shown that the consumer have watched the objects in the reduced info condition for a longer time than in the overload condition. Besides there was a smaller dispersion of attention in the reduced info condition, showing that the consumers have focused more on the main message of the advertising.