Technology is widely used in many aspects of life today, and digital devices and services such as computers, smartphones, tablets, social media platforms, etc. contain elements that can constantly demand our attention. However, some negative effects can also be observed due to the overuse or misuse of technology.
Decreased Patience: Technology offers quick results and instant access. This can lead to people having less patience and a reduced ability to focus on activities that require longer periods of effort.
Distraction: Constantly interacting with smartphones, social media and other digital content can negatively affect attention span and reduce concentration.
Information Overload: The internet and digital devices can provide people with too much information, which can overload their brains and negatively affect attention and memory.
Changes in attention span may differ between individuals and these changes may also occur due to technology usage. Maintaining a balance in the use of technology, taking regular breaks and working with apps that improve focus can help reduce the negative effects on attention span.
This has an impact in all areas of life. People’s reduced attention span in tests that have been created in market research can increase the likelihood of inattentive responses. The effectiveness and accuracy of surveys is related to respondents’ attention levels and their ability to respond diligently. During busy time periods, being under stress and variations in attention span can make it difficult for respondents to focus. As a result, they may respond carelessly in surveys.
Careless responding in surveys can affect the reliability and validity of survey results. Attention span is also an important issue for marketers because capturing and maintaining consumers’ attention is critical for increasing sales of products and services.
Neuromarketing methods have an advantage in terms of attention span. Because it focuses on the participant’s biology, not their declaration. It obtains data to understand participant responses by measuring brain activity and evaluating neural responses using brain scanning technologies and behavioral metrics. In this way, it can better understand participants’ unconscious level responses and draw more accurate conclusions. This can reduce the impact of misleading or conscious responses in marketing research that relies on participant self-reports.
Reference:
Psychologist Merve Altındağ
