257. David Schweidel. What Holds Attention?
David Schweidel
March 16, 2023
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Attention is at the heart of today’s economy. It may start with stopping the scroll, but true success requires holding attention beyond the first click.
In today’s conversation David Schweidel discusses the research he and his colleagues have recently conducted into what drives sustained attention.
Topics include:
Why what people share on social media isn’t the same the news articles that they actually read.
Why the language you use, the actual words and syntax, changes whether or not you sustain reader interest.
Which types of emotions generate more engagement and how not all emotions are created equal.
David A. Schweidel is Rebecca Cheney McGreevy Endowed Chair and Professor of Marketing at Emory University’s Goizueta Business School. Schweidel received his B.A. in mathematics, M.A. in statistics, and Ph.D. in marketing from the University of Pennsylvania. He was previously on the faculty of the Wisconsin School of Business at the University of Wisconsin-Madison and Georgetown University’s McDonough School of Business. Schweidel is an expert in the areas of customer relationship management and social media analytics. His research has appeared in leading business journals including Journal of Marketing, Journal of Marketing Research, Marketing Science and Management Science. Schweidel is the author of Social Media Intelligence (Cambridge University Press) in which he and his co-author discuss how organizations can leverage social media data to inform their marketing strategies. He is also the author of Profiting from the Data Economy (Pearson FT Press), in which he details the value of businesses tapping into consumer data for both individuals and companies. His current research examines the ways in which consumers and marketers use technology to interact with each other.
Co-authors:
Jonah Berger is a Wharton Professor, internationally bestselling author, and world-renowned expert on change, word of mouth, influence, natural language processing, and how products, services, and ideas catch on. He has published over 70 articles in top‐tier academic journals, teaches one of the world’s most popular online courses, and accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Millions of his books, Contagious, The Catalyst, Invisible Influence, and most recently Magic Words, are in print in over 35 countries around the world. Berger has keynoted hundreds of major conferences and events like SXSW and Cannes Lions, advises various early-stage companies, and consults for organizations like Apple, Google, Nike, Amazon, GE, Moderna, and The Gates Foundation.
Wendy Moe holds concurrent appointments as Dean’s Professor of Marketing at the University of Maryland’s Robert H. Smith School of Business and as an Amazon Scholar. Her research focuses on issues related to online consumer behavior, digital advertising, social media analytics, and customer engagement. With implications for how consumers engage with AI, Professor Moe develops models for large-scale data in an effort to quantify consumer behaviors and the effects of marketing interventions. Professor Moe holds a PhD, MA and BS from the Wharton School at the University of Pennsylvania and an MBA from Georgetown University.
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David Schweidel
Twitter @dschweidel
Jonah Berger
Wendy Moe
Twitter @wendymoe