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6 A Theory of Attention to Visual Marketing The amount of information that is transmitted through the optic nerve, consisting of circa 1.5 million axons is estimated to be in the range of 108 109 bits per second (Koch, 2004), and far exceeds what the brain can process. Therefore, the brain needs to rely on mechanisms that select a subset of relevant information for enhanced processing. This process of selection and focalization is called attention, first defined by James in 1890. Attention is a limited capacity, selective process that serves to coordinate the perception-action cycle and to maintain goals ... (100 of words)
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