ArticleFrontiers in behavioral neuroscience2022
Why people keep watching: neurophysiologic immersion during video consumption increases viewing time and influences behavior.
Article in Frontiers in behavioral neuroscience, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
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Who cites it
4 citing papers in PubMed.
- A video intervention reduces racial bias in a representative sample of US adults: A brain as predictor study.PloS one · 2026Article
- Virtual Reality Education Increases Neurologic Immersion and Empathy in Nursing Students.Nursing reports (Pavia, Italy) · 2025Article
- The contagion of neurologic Immersion predicts retail purchases.Frontiers in neuroscience · 2025Article
- Continuous remote monitoring of neurophysiologic Immersion accurately predicts mood.Frontiers in digital health · 2024Article
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Authors and funding
3 authors.
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No grant is acknowledged in the PubMed record.
Abstract
Streaming services provide people with a seemingly infinite set of entertainment choices. This large set of options makes the decision to view alternative content or stop consuming content altogether compelling. Yet, nearly all experimental studies of the attributes of video content and their ability to influence behavior require that participants view stimuli in their entirety. The present study measured neurophysiologic responses while participants viewed videos with the option to stop viewing without penalty in order to identify signals that capture the neural value of content. A post-video behavioral choice was included to reduce the likelihood that measured neurophysiologic responses were noise rather than signal. We found that a measure derived from neurophysiologic Immersion predicted how long participants would watch a video. Further, the time spent watching a video increased the likelihood that it influenced behavior. The analysis indicates that the neurologic value one receives helps explain why people continue to watch videos and why they are influenced by them.
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Registered trials
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