Abstract
Advertising researchers have studied the impact of context across media content and advertisements for decades with little consensus on what works. A lack of operationalization in alignment definitions and prior resolution limits of measurement have hindered the establishment of context standards. To better resolve how alignment variations relatively impact advertisement consumption, the current authors operationalized alignment via economic framing and collected in-moment data streams garnered from the brain and body to assess systematic changes in user's attention and engagement. Response differences were found across alignment conditions, with some predictive of post-hocself-report responses. Findings suggest operationalization refinements be...