Purchase intent -- a customer's stated interest in buying a product -- rises 34 percent among attendees who interact with a brand at business-to-business (b-to-b) events, according to a ground-breaking new study, Measurement of Engagement in B2B Trade Show Exhibits, conducted by Exhibit Surveys Inc. and Gallup & Robinson for the Advertising Research Foundation. To learn more about the study, see Special Report: Exhibit Engagement Study in the March 2008 issue of EXPO.