A Biologically Based Measure of Emotional Engagement: Context Matters

The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-locked index of synchrony plus intensity leading to engagement from four noninvasive wireless biosensors.

A Biologically Based Measure of Emotional Engagement: Context Matters

Carl D. MarciInnerscope Research, LLC

BACKGROUND

There is growing interest in the use of biologically based measures of emotion in marketing research (Cassidy, 2006). Among the forces creating this interest is the new field of neuromarketing. Neuromarketing is an attempt to leverage the explosion of knowledge in the field of neuroscience and our new understanding of the brain and emotion and apply it to problems in advertising (Renvoise and Morin, 2005). Many of the important lessons from neuroscience over...

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