Emotional Engagement: How Television Builds Big Brands At Low Attention
Robert HeathUniversity of Bath School of Management
INTRODUCTION
The difficulty of defining “engagement” is demonstrated by the Advertising Research Foundation (ARF) 2006...
Emotional Engagement: How Television Builds Big Brands At Low Attention
This article proposes a new definition for engagement that is independent of attention. Engagement is defined as “the amount of subconscious ‘feeling’ going on when an advertisement is being processed.” An “emotional engagement” model is developed that shows how strong brands can be built without the need for the high levels of attention that advertising usually demands.
