This seems vaguely related to all the hoo ha about intention, attention, etc.

Engagement, "from a research standpoint, is momentary and driven by emotion," said Joseph T. Plummer, chief research officer at the foundation, who is scheduled to speak to the convention today on efforts being made to define engagement to everyone's satisfaction.

"It's turning the mental model of the industry on its head," he added, compared with previous benchmarks like awareness and recall, which are longer-term and have a rational basis.