Connecting with consumers: A new way of plugging in: Why empathy is the emotional trailblazer in the world of social media and screens

This paper proposes that empathy is the emotional token necessary to capitalise on the move toward social media and ever increasing screen time.

Connecting with Consumers: A new way of plugging in: Why empathy is the emotional trailblazer in the world of social media and screens

Nikki Lavoie

Preface

Researchers who conduct studies involving human participants face many difficult challenges. Motivating participants to participate and to perform well are two tough problems whose traditional solution, increasing extrinsic motivation, is costly and demonstrably inefficient. However, emerging theories on the effectiveness of intrinsic motivations and design thinking are showcasing innovative new strategies for researchers to craft higher-quality and lower-cost recruiting campaigns and research studies.

In particular, empathy can be a useful ability for researchers to...

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