Radio, Podcasts, and Music Streaming—An Electroencephalography and Physiological Analysis of Listeners’ Attitude, Attention, Memory, and Engagement
[EN] Whilst radio, podcasts, and music streaming are considered unique audio formats that offer brands different opportunities, limited research has explored this notion. This current study analyses how the brain responds to these formats and suggests that they offer different branding opportunities...
| Autores: | , , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2024 |
| País: | España |
| Institución: | Universidad de Salamanca (USAL) |
| Repositorio: | GREDOS. Repositorio Institucional de la Universidad de Salamanca |
| OAI Identifier: | oai:gredos.usal.es:10366/164505 |
| Acceso en línea: | http://hdl.handle.net/10366/164505 |
| Access Level: | acceso abierto |
| Palabra clave: | Neurociencia EEG Radio Podcast Audio Marketing 6306.07 Sociología de Los Medios de Comunicación de Masas |
| Sumario: | [EN] Whilst radio, podcasts, and music streaming are considered unique audio formats that offer brands different opportunities, limited research has explored this notion. This current study analyses how the brain responds to these formats and suggests that they offer different branding opportunities. Participants’ engagement, attitude, attention, memory, and physiological arousal were measured while each audio format was consumed. The results revealed that music streaming elicited more positive attitudes, higher attention, greater levels of memory encoding, and increased physiological arousal compared to either radio or podcasts. This study emphasises the importance for brands of utilising diverse audio channels for unique branding and marketing opportunities. |
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