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" ... Another popular culprit in the misattribution of online engagement is allowing the audience to ask questions. First of all, an audience will almost always expect that this is part of the experience. It's like a restaurant trying to get patrons excited about being served water for free! Again, just allowing the audience to ask questions in the usual way that audiences are allowed to ask questions doesn't make for a particularly interactive or engaging online presentation or webinar. A pretty typical presentation format is to consume the vast majority of an hour with an introduction, announcements, logistics, and self-promotion, then a relatively long presentation, followed by a few afterthought moments of questions from the audience. If one assumes that everyone who's attending a presentation has some interest or some question about the topic, then this usual degree of interaction falls quite short. If there are 50 attendees and almost all have some question that brought them there, is it successful if only three people got to ask their questions? ... "
" ... To create an implicit association, successful emotional advertising involves creating intentional misattribution of emotion to convince consumers to attribute the emotion an ad stirs up to the brand instead. ... "