Research by Hang-Yee Chan suggests that sustained engagement with advertisements is most likely achieved through well-formed narratives that encourage consumer empathy and perspective-taking.

Authors

• Person: Not available Organization: American Marketing Association
  Inside the Consumer Brain: How Neuroscience Can Predict Ad ...

Sources

• Inside the Consumer Brain: How Neuroscience Can Predict Ad ... www.ama.org American Marketing Association via serper

Referenced by nodes (1)

• perspective taking concept