Radio, Podcasts, and Music Streaming—An Electroencephalography and Physiological Analysis of Listeners’ Attitude, Attention, Memory, and Engagement-Reference-Cited by-同舟云学术

Radio, Podcasts, and Music Streaming—An Electroencephalography and Physiological Analysis of Listeners’ Attitude, Attention, Memory, and Engagement

Published:2024-03-29 Issue:4 Volume:14 Page:330
ISSN:2076-3425
Container-title:Brain Sciences
language:en
Short-container-title:Brain Sciences

Author:

Bosshard Shannon¹,Rodero Emma²^ORCID,Rodríguez-de-Dios Isabel²³^ORCID,Brickner Jamie⁴^ORCID

Affiliation:

1. ARN Neurolab, Australian Radio Network, Sydney, NSW 2113, Australia

2. Media Psychology Lab, Department of Communication, Pompeu Fabra University and UPF-Barcelona School of Management, 08002 Barcelona, Spain

3. Department of Sociology and Communication, University of Salamanca, 37008 Salamanca, Spain

4. Whiting School of Engineering, Johns Hopkins University, Baltimore, MD 21218, USA

Abstract

Whilst radio, podcasts, and music streaming are considered unique audio formats that offer brands different opportunities, limited research has explored this notion. This current study analyses how the brain responds to these formats and suggests that they offer different branding opportunities. Participants’ engagement, attitude, attention, memory, and physiological arousal were measured while each audio format was consumed. The results revealed that music streaming elicited more positive attitudes, higher attention, greater levels of memory encoding, and increased physiological arousal compared to either radio or podcasts. This study emphasises the importance for brands of utilising diverse audio channels for unique branding and marketing opportunities.

Funder

ARN

Publisher

MDPI AG

Link

https://www.mdpi.com/2076-3425/14/4/330/pdf

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