Engaging a user at an emotional level (affective participation) can be extremely effective in keeping that user involved with the transmedia narrative. Users who are emotionally invested in a story are likely to be loyal fans. The emotional hook for a user may come from within the story itself. An intriguing plot may create curiosity. Deeply developed characters may evoke feelings of trust, loyalty, and warmth on one hand and anger, fear, and disgust on the other.
Factors outside of the story can also influence the user’s emotions. Music, for example, can have a strong impact on mood. Selection of color in an image can do the same thing.