A Biologically Based Measure of Emotional Engagement: Context Matters

Abstract

<h3>ABSTRACT</h3> 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 <i>synchrony</i> plus <i>intensity</i> leading to <i>engagement</i> 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.