If you are trying to communicate detailed information, a player’s attention is important. If you are trying to generate an emotional connection, perhaps demanding less attention & intense interaction would help.
Brand relationships; strengthed by emotion, weakened by attention – Robert Heath, Bath University, UK
“Learning from psychology indicates that high attention weakens the effect of emotional content, so the implications are that advertising aimed at building strong brand relationships might be more effective if processed at lower levels of attention.”
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