The focusing effect, also known as the focussing effect, refers to the human tendency to concentrate on certain information or characteristics and neglect others. This can lead to distortions in perception and influences decisions and actions.

In neuromarketing, the focussing effect can be used to draw consumers' attention to specific product features, brand attributes or advertising messages. Emphasising certain features can activate emotions and memories that influence the purchase decision.

For example, product packaging can be designed to emphasise certain features, such as organic certification or a low calorie count. This draws consumers' attention to these characteristics and can influence purchasing behaviour.