Dr. Herbert Simon, the Nobel prize-winning psychologist, coined the phrase poverty of attention back in 1971, at the dawn of the information age.

As advertising creativity also grows in complexity to acclimate to new environments, how do you make effective digital creative in a MAdTech world?

It turns out that behavioral scientists have been wrestling with how people make decisions in an attention economy for some time.

That s because the human mind has limited thinking capacity.

Research shows that the amount of information we can attend to — the number of things we can hold in working memory — is four, plus or minus one.

Many of our decisions are the result of processing that takes place before we are even aware of what we are looking at.

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