RT Journal Article
SR Electronic
T1 Leveraging Synergy and Emotion In a Multi-Platform World
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 417
OP 430
DO 10.2501/JAR-53-4-417-430
VO 53
IS 4
A1 Audrey Steele
A1 Devra Jacobs
A1 Caleb Siefert
A1 Randall Rule
A1 Brian Levine
A1 Carl D. Marci
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/4/417.abstract
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.