search query: @freeterm neuroscience / total: 3
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| Author: | Carl, D. Marci, M.D. |
| Title: | A biologically based measure of emotional engagement: context matters |
| Journal: | Journal of Advertising Research
2007 : DEC, VOL. 46:4, p. 381-387 |
| Index terms: | measurement advertising |
| Freeterms: | neuroscience television commecial |
| Language: | eng |
| Abstract: | This paper presents a biologically based measure of audience engagement. The study was done by comparing television commercials in several different contexts. The results suggest that the context of a commercial significantly affects audiences' ongoing levels of engagement. |
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