The Neural Mechanisms Behind Engagement
Thursday, April 2 - Main Stage
What makes us remember that scene from Pulp Fiction? How much engagement does a jury member on The Voice evoke? And how do you know whether a movie trailer will be effective?

Roeland Dietvorst of Alpha.One presents key findings of three EEG and fMRI research projects, providing researchers and marketers with a better understanding of engagement, and offering new techniques applicable to both marketing and the entertainment industry.

What the audience can learn:
- How to measure engagement using EEG
- How the brain reacts to different show elements and sponsored content
- Which type of brain activity predicts the effectiveness of movie trailers