Leveraging Synergy and Emotion in a Multi-Platform World: A Neuroscience-Informed Model of Engagement

The proliferation of media platforms raises questions among marketers about their relative value. This study tests a neuroscience-informed model of immersive-versus-flexible audience engagement and demonstrates television's heightened ability to sustain nonconscious emotional response over online viewing.

Leveraging Synergy and Emotion in a Multi-Platform World: A Neuroscience-Informed Model of Engagement

Audrey Steele

Fox Broadcasting Company

Devra Jacobs

Innerscope Research, Inc.

Caleb Siefert

University of Michigan

Randall Rule

Innerscope Research, Inc.

Brian Levine

Innerscope Research, Inc.

Carl D. Marci

Innerscope Research, Inc.

Management slant

  • This integrated consumer neuroscience study offers evidence for a media model based on the type and degree of brand immersion. It shows how different, rapidly growing audiences approach, experience, and engage with content on television and online. Results show that emotional engagement with unfamiliar brands is higher when first seen on television than online....

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