Attention Science Becomes a Science

In this chapter, we build upon the concepts introduced in “Big Little Learnings.” Little learnings initially emerge from individual studies, but with scrutiny across vast datasets, patterns emerge, transforming attention study into a reliable science. The ‘big learnings’ here represent the culmination of research undertaken over the past seven years, dictating our engagement with advertising and what captures attention. Like established marketing laws, each of these ‘Laws of Attention’ has been consistently validated across extensive datasets. The significance of these laws cannot be overstated as the attention category evolves. These interconnected principles should serve as the bedrock for both helping advertisers tackle the challenges of media effectiveness and efficiency, and for the development of attention predicting products.