Description: Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences? And how does the content (i.e., the language used) shape whether audiences stay engaged? In a new Journal of Marketing study, we address these questions with a multi-method investigation. By utilizing natural language processing of over 600,000 reading sessions from 35,000 pieces of content, combined with controlled experiments, we illustrate how language holds attention.

Source: AMA.org

Date: Mar 21, 2023

Link: https://www.ama.org/2023/03/21/the-challenge-of-keeping-an-audience-engaged-how-language-shapes-attention/

Questions for discussion:

• Summarize the key points presented in the report.
• What is the take-away for marketing managers as they evaluate their communications efforts?