Why is it
that interactive TV is not really a success whereas second screen applications seem
to be doing OK? This question has puzzled me for a while and the answer is not
an easy one, I think. In this post I will try to shed some light on an answer
that only accounts for a very small proportion of the total findings. It just
deals with cool and unconscious processes, things that get extra credit in my
own view on things. This
partial answer has to do with very deep behavioral processes: approach and
avoidance.
