TY - JOUR T1 - A Biologically Based Measure of Emotional Engagement: Context Matters JF - Journal of Advertising Research JO - J Advert Res SP - 381 LP - 387 DO - 10.2501/S0021849906060466 VL - 46 IS - 4 AU - Carl D. Marci Y1 - 2006/12/01 UR - http://www.journalofadvertisingresearch.com/content/46/4/381.abstract N2 - 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. The study compared two television commercials in several different contexts. The results suggest that levels of engagement were significantly different depending on the context of the presentation. The results highlight the importance of context in study design and support the use of a biologically based measure of audience engagement. ER -