"Amir Sepehri, assistant professor of marketing at ESSEC Business School, Dr. Rod Duclos (Western University), and Nasir Haghighi (University of Washington at Tacoma) found that it comes down to the amount of information contained in a talk. When a talk is chock-full of content, broaching several topics, we tend to get information overload, leading us to disengage from the video. So, how can communicators make sure their message gets heard and their audience connects with the video?"
"In this context, this refers to the number of topics covered in one talk. If the talk lasts 10 minutes, jumping from biology to environmental science to ethics to philosophy, this wealth of information may seem useful and enriching, but it makes the presentation harder to process than one of the same length covering only biology and environmental science. Put simply, our brains have an easier time processing information when, well, there's less to process!"
Talk popularity relates to the amount of information and the number of topics presented. High information load from covering many distinct topics in a short talk increases cognitive difficulty, causing information overload and disengagement. Social influence shapes attention patterns, but content characteristics such as topic breadth also determine how easily audiences process and share material. Presentations that focus deeply on a small set of topics are easier to process, sustain attention, and encourage engagement. When a message must span many topics, a written medium can convey greater informational breadth without overloading viewers.
Read at Psychology Today
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