Language that is easier to process encourages continued reading, as does language that evokes anxious, exciting, and hopeful emotions.
Read an in-depth recap of this research here: https://www.ama.org/2023/03/21/the-challenge-of-keeping-an-audience-engaged-how-language-shapes-attention/
Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231152880
Reference:
Jonah Berger, Wendy W. Moe, and David A. Schweidel, “What Holds Attention? Linguistic Drivers of Engagement,”Journal of Marketing.
Narrator: Saira Salyani
Acknowledgments: Aman Soni
Topics: content marketing, digital marketing, natural language processing, online content, language, emotion
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