Consumer alertness leads to lasting brand impressions. When people are out of their home they have a significantly higher level of alertness than when in their home, according to a U.K. study. COG Research, a consumer insight company and Dr. Amanda Ellison, a doctor of psychology at Durham University utilized skin conductance readings to measure emotional or cognitive arousal along with eye tracking to show what people were actually looking at in different environments. The research showed that people are 33% more mentally alert when they are out and about, which can lead to higher absorption of OOH advertising messages.
