The article "Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives" by Anne Mollen and Hugh Wilson aims to bridge the gap between practitioner and academic perspectives on online consumer experience. The authors propose a conceptual framework that integrates the constructs of engagement, telepresence, and interactivity, which are central to both practitioner and academic views. The framework characterizes the consumer's experiential response to website and environmental stimuli as a dynamic, tiered perceptual spectrum, including interactivity, telepresence, and engagement. Engagement is defined as a cognitive and affective commitment to an active relationship with the brand, personified by the website. The authors discuss the relationship between engagement and other constructs such as flow and involvement, and suggest dimensions for measuring engagement. The article reviews the literature on these constructs, including the Stimulus-Organism-Response (S-O-R) model from environmental psychology, which views consumer experience online as consisting of three components: the website, the consumer's internal state, and the resulting attitudes and behaviors. The authors propose that the consumer's experiential response can be characterized as a dynamic, tiered perceptual spectrum, with perceived interactivity, telepresence, and engagement at different tiers. The article also discusses the relationship between telepresence and engagement, suggesting that telepresence is an antecedent of engagement. It defines engagement as a cognitive and affective commitment to an active relationship with the brand, characterized by dynamic and sustained cognitive processing, and the satisfaction of instrumental and experiential value. The authors argue that engagement is a discrete construct, distinct from interactivity, telepresence, and flow, and provide a theoretical bridge between practitioner and academic perspectives. They suggest that future research should focus on developing a scale for engagement and assessing its importance and utility, and explore the moderating factors that influence engagement, such as the experiential quality of the website and individual attitudinal and behavioral dispositions.The article "Engagement, Telepresence and Interactivity in Online Consumer Experience: Reconciling Scholastic and Managerial Perspectives" by Anne Mollen and Hugh Wilson aims to bridge the gap between practitioner and academic perspectives on online consumer experience. The authors propose a conceptual framework that integrates the constructs of engagement, telepresence, and interactivity, which are central to both practitioner and academic views. The framework characterizes the consumer's experiential response to website and environmental stimuli as a dynamic, tiered perceptual spectrum, including interactivity, telepresence, and engagement. Engagement is defined as a cognitive and affective commitment to an active relationship with the brand, personified by the website. The authors discuss the relationship between engagement and other constructs such as flow and involvement, and suggest dimensions for measuring engagement. The article reviews the literature on these constructs, including the Stimulus-Organism-Response (S-O-R) model from environmental psychology, which views consumer experience online as consisting of three components: the website, the consumer's internal state, and the resulting attitudes and behaviors. The authors propose that the consumer's experiential response can be characterized as a dynamic, tiered perceptual spectrum, with perceived interactivity, telepresence, and engagement at different tiers. The article also discusses the relationship between telepresence and engagement, suggesting that telepresence is an antecedent of engagement. It defines engagement as a cognitive and affective commitment to an active relationship with the brand, characterized by dynamic and sustained cognitive processing, and the satisfaction of instrumental and experiential value. The authors argue that engagement is a discrete construct, distinct from interactivity, telepresence, and flow, and provide a theoretical bridge between practitioner and academic perspectives. They suggest that future research should focus on developing a scale for engagement and assessing its importance and utility, and explore the moderating factors that influence engagement, such as the experiential quality of the website and individual attitudinal and behavioral dispositions.