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....