Article2009

Emotional Engagement: How Television Builds Big Brands At Low Attention

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125 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

ABSTRACT This article proposes a new definition for engagement that is independent of attention. Engagement is defined as “the amount of subconscious ‘feeling’ going on when an advertisement is being processed.” An “emotional engagement” model is developed that shows how strong brands can be built without the need for the high levels of attention that advertising usually demands. Finally, empirical evidence is presented demonstrating that, although TV advertising excels at building strong brands, on-air commercials get less than half the attention of print advertising. This confirms TV advertising is a high engagement, low attention medium.

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References

1891The Principles of Psychology 1980Feeling and thinking: Preferences need no inferences.1962Cognitive, social, and physiological determinants of emotional state.1986Communication and Persuasion 1999Heart and Mind in Conflict: the Interplay of Affect and Cognition in Consumer Decision Making 1961A Model for Predictive Measurements of Advertising Effectiveness 2004Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects 1990Appraisals of emotion-eliciting events: Testing a theory of discrete emotions.

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