As we move toward persuasion engineering we must attend carefully to how our user's attention is shaped, as well as their emotional reactions. This is important in a simple advertisement. But this is also important, and more complicated, in the interactive world of online media.
We have long modeled and shaped our user's interaction to ensure good performance. Today that requirement is a given. Now we have to shape the user's attention to see the things we want seen, and we need to shape the user's emotional reaction so that we reach our persuasion objectives.