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Leveraging Synergy and Emotion In a Multi-Platform World

A Neuroscience-Informed Model of Engagement

Audrey Steele, Devra Jacobs, Caleb Siefert, Randall Rule, Brian Levine, Carl D. Marci
DOI: 10.2501/JAR-53-4-417-430 Published 1 December 2013
Audrey Steele
Fox Broadcasting Company,
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  • For correspondence: audrey.steele@fox.com
Devra Jacobs
Innerscope Research, Inc.,
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  • For correspondence: djacobs@innerscope.com
Caleb Siefert
University of Michigan,
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  • For correspondence: csiefert@umd.umich.edu
Randall Rule
Innerscope Research, Inc.,
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  • For correspondence: rrule@innerscope.com
Brian Levine
Innerscope Research, Inc.,
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  • For correspondence: blevine@innerscope.com
Carl D. Marci
Innerscope Research, Inc.,
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  • For correspondence: cmarci@innerscope.com
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ABSTRACT

The proliferation of media platforms raises questions among marketers about their relative value. This study tests a neuroscience-informed model of immersive-versus-flexible audience engagement and demonstrates television's heightened ability to sustain nonconscious emotional response over online viewing. Employing biometrics and eye tracking, 251 participants experienced 24 brands on television, online, or both. Findings indicate that brand advertising proved far more emotionally engaging when experienced on television alone or combined with online viewing. This emotional connection using both platforms proved strongest when the television program and Web site content were related. The results support prior research that demonstrates television's ability to engage and sustain emotional response.

  • © Copyright 2013 The ARF. All rights reserved.
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Vol 53 Issue 4

Journal of Advertising Research: 53 (4)
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Leveraging Synergy and Emotion In a Multi-Platform World
Audrey Steele, Devra Jacobs, Caleb Siefert, Randall Rule, Brian Levine, Carl D. Marci
Journal of Advertising Research Dec 2013, 53 (4) 417-430; DOI: 10.2501/JAR-53-4-417-430

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Leveraging Synergy and Emotion In a Multi-Platform World
Audrey Steele, Devra Jacobs, Caleb Siefert, Randall Rule, Brian Levine, Carl D. Marci
Journal of Advertising Research Dec 2013, 53 (4) 417-430; DOI: 10.2501/JAR-53-4-417-430
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