PT  - JOURNAL ARTICLE
AU  - Carl D. Marci
TI  - A Biologically Based Measure of Emotional Engagement: Context Matters
AID  - 10.2501/S0021849906060466
DP  - 2006 Dec 01
TA  - Journal of Advertising Research
PG  - 381--387
VI  - 46
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/46/4/381.short
4100  - http://www.journalofadvertisingresearch.com/content/46/4/381.full
SO  - J Advert Res2006 Dec 01; 46
AB  - 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.