A Biologically Based Measure of Emotional Engagement: Context Matters - This article presents a biologically based measure of audience engagement. The results of the study, which compared two television commercials in several different contexts, suggest that the context of a commercial significantly affects audiences' ongoing levels of engagement. Implications for marketers and future research are ...
| Year of publication: |
2006
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| Authors: | Marci, Carl D. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 46.2006, 4, p. 381-387
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