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2.8.4 Engagement The most general conclusion is that when consumers are highly “engaged” with a media vehicle they can be more responsive to advertising (e.g., Aaker and Brown 1972; Bronner and Neijens 2006; Coulter, 1998; Cunningham, Hall, and Young 2006; DePelsmacker, Geuens, and Anckaert 2002; Feltham and Arnold 1994; Gallagher, Foster, and Parsons 2001; Nicovich, 2005; Wang, 2006). We define an experience as a consumer's beliefs about how a site fits into his/her life. For example, content can be engaging because users have a util- itarian experience with it. That is, they believe that the site provides information to help them make important decisions and accomplish something in their lives. Other content can be engaging because it provides users with an intrin- sically enjoyable experience, an option to escape from the pressures of daily life. (B.J. Calder et al. / Journal of Interactive Marketing 23 (2009) 321–331) There are several theoretical explanations for why engagement should affect reactions to advertising including affect transfer (e.g., Broniarczyk and Alba 1991, p. 215) and categorization theory (Cohen and Basu 1987). Dahlén (2005) does a literature review of media context effects and summarizes three 47PDF Image | YouTube as an advertising platform
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