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Much of what enters our ears in life and some of what we hear on the radio is absorbed passively and even non-consciously and that can actually be a good thing, as if it wasn’t, we would not be functional human beings. We don’t always listen to the radio in the lean-forward mode any more than we always view TV in the lean-forward mode. There are times when consuming just about any type of media that we go on auto-pilot and that’s ok. In fact, passive processing of commercial and even non-conscious processing of commercial messaging can even be beneficial to the advertiser. –Explicitly– Which is a full attention, lean-forward mode. –Passively– Low attention cognitive process that requires only partial attention. When we listen passively we are able to “record” and link together brand names and other elements in an ad. –Implicitly – An automatic, non-cognitive process that requires zero attention. When we process messaging in this fashion, we retain what is heard along with any simple conceptual meanings in the messaging. Psychologist Daniel Schacter confirmed that learning can take place even when we’re paying no attention and psychologist Stewart Shapiro has proven that ads can influence product consideration when processing was entirely passive. Shapiro’s conclusion was that advertising has the potential to effect future buying decisions even when subjects do not process the ad attentively and do not recollect ever having seen or heard the ad. Another benefit of messaging that is absorbed passively or implicitly is that it results in less “contesting”.
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