Brain Sciences, Vol. 14, Pages 330: Radio, Podcasts, and Music Streaming—An Electroencephalography and Physiological Analysis of Listeners’ Attitude, Attention, Memory, and Engagement

Brain Sciences, Vol. 14, Pages 330: Radio, Podcasts, and Music Streaming—An Electroencephalography and Physiological Analysis of Listeners’ Attitude, Attention, Memory, and Engagement

Brain Sciences doi: 10.3390/brainsci14040330

Authors: Shannon Bosshard Emma Rodero Isabel Rodríguez-de-Dios Jamie Brickner

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.