How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift

• Matthew McGranaghan

  Matthew McGranaghan

  [email protected]

  https://orcid.org/0000-0002-6747-9867

  Alfred Lerner College of Business and Economics, University of Delaware, Newark, Delaware 19716

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• Jura Liaukonyte

  Jura Liaukonyte

  [email protected]

  https://orcid.org/0000-0002-9820-8832

  SC Johnson College of Business, Cornell University, Ithaca, New York 14853

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• Kenneth C. Wilbur

  Kenneth C. Wilbur

  [email protected]

  https://orcid.org/0000-0002-1227-8750

  Rady School of Management, University of California, San Diego, La Jolla, California 92093

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