PT  - JOURNAL ARTICLE
AU  - Steele, Audrey
AU  - Jacobs, Devra
AU  - Siefert, Caleb
AU  - Rule, Randall
AU  - Levine, Brian
AU  - Marci, Carl D.
TI  - Leveraging Synergy and Emotion In a Multi-Platform World
AID  - 10.2501/JAR-53-4-417-430
DP  - 2013 Dec 01
TA  - Journal of Advertising Research
PG  - 417--430
VI  - 53
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/53/4/417.short
4100  - http://www.journalofadvertisingresearch.com/content/53/4/417.full
SO  - J Advert Res2013 Dec 01; 53
AB  - 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.