factors: the stimulus, the individual, and the situation. ILLUSTRATION 8-3 Color can attract attention to an ad. In this case, the color ad had a noted score of 62 percent, compared with 44 percent for the identical black-and-white ad. Position Position refers to the placement of an object in physical space or time. In retail stores, items that are easy to find or that stand out are more likely to attract attention. End caps and kiosks are used for this reason. In addition, since items near the center of a consumer ' s visual field are more likely to be noticed than those on the periphery, consumer goods manufacturers compete fiercely for eye-level space in grocery stores. 46 Position effects in advertising often depend on the medium and how consumers normally interact with that medium. In print contexts, ads on the right-hand page receive more attention than those on the left based on how we peruse magazines and newspapers. Attention within an ad is also affected by the positioning of elements47 and how we read. U. S. readers tend to scan print ads from top left to bottom right, much the same way we read. As a consequence, socalled high-impact zones in print ads and other print documents tend to be more toward the top and left of the ad. In online contexts, vertical banners attract more attention than horizontal banners, perhaps because they stand out from the typically horizontal orientation of most print communications. 48 In television, the probability of a commercial being viewed and remembered drops sharply as it moves from being the first to air during a break to the last to air, since consumers often engage in other activities during commercial breaks. ILLUSTRATION 8-4 This print ad makes effective use of isolation to capture and hold attention. Isolation Isolation is separating a stimulus object from other objects.