Billboards are a commonly cited example of attention theft.

Attention theft is a theory in economic sociology and psychology which describes situations in which marketers serve advertisements to consumers who have not consented to view them and who are given nothing in return. Perpetrators seek to distract targets with their advertising content, thereby commandeering their attention.[1][2][3]

Attention theft has been criticized as an example of unethical marketing. It is related to the concept of the attention economy,[1] which posits that attention is a scarce resource and applies economic theory to it.[3]

Psychological basis

People are susceptible to attention theft because they tend by default to pay attention to whatever stimuli in their environment are most noticeable, a phenomenon known in psychology as exogenous orienting.[2] Advertisers are able to serve content deliberately engineered to be distracting, making it difficult to ignore.[2][4] Examples of this type of content can include bold animations, crowded designs, and frequent or unnecessary notifications.

Sound trucks are frequently used in Japan to broadcast political or commercial messages in residential neighbourhoods.

Examples

Commonly cited examples of attention theft include billboards, apps that send out promotional notifications, sound trucks, email spam, and TV screens with mostly or entirely promotional content in locations with a captive audience, such as gas stations, airplanes, waiting rooms, and taxis.[1][2][5]

Criticism

Critics of attention theft characterize it as a type of unethical marketing.[1] They argue that it contributes to information overload, leading to negative health outcomes, and infringes upon freedom of thought.[1] Writing in Wired in 2017, legal scholar Tim Wu urged municipal governments to pass laws prohibiting some instances of attention theft.[1] He and others fear that imminent technological advances may increase the pervasiveness of the phenomenon.[1][2]

References

  1. 1 2 3 4 5 6 7 Wu, Tim (14 April 2017). "The Crisis of Attention Theft—Ads That Steal Your Time for Nothing in Return". Wired. Retrieved 9 August 2021.
  2. 1 2 3 4 5 McFedries, Paul (22 May 2014). "Stop, Attention Thief!". IEEE Spectrum. Institute of Electrical and Electronics Engineers. Retrieved 9 August 2021.
  3. 1 2 McCullough, Malcolm (2013). Ambient Commons: Attention in the Age of Embodied Information. Cambridge, Massachusetts: MIT Press. ISBN 978-0-262-31348-3.
  4. ↑ Gazzaley, Adam; Rosen, Larry D. (2013). The Distracted Mind: Ancient Brains in a High-Tech World. MIT Press. ISBN 978-1-60883-818-9.
  5. ↑ Hayes, Tom (3 September 2017). "Next Up for the Internet: The Attention Rights Movement". Tombomb. Archived from the original on 3 September 2017. Retrieved 9 August 2021.
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