TY - JOUR
AU - Hitchon, Jacqueline C.
AB - This paper examines the effects of viewer excitement as elicited by television programs on the effectiveness of commercials embedded in such programs. A review of the literature suggests that the physiological arousal which results from suspenseful or emotional programs can be usefully characterized as an intensifier of important viewer responses. A brief overview of the literature on program context effects to date is given and a model is developed which positions arousal in relation to other mediating variables affecting commercial impact. The paper concludes with a summary of the more pressing issues arising from the study of excitement as an aspect of media environment.
TI - The intensifying effects of exciting television programs on the reception of subsequent commercials
JF - Psychology & Marketing
DO - 10.1002/mar.4220060102
DA - 1989-03-01
UR - https://www.deepdyve.com/lp/wiley/the-intensifying-effects-of-exciting-television-programs-on-the-JBN5W0nlvu
SP - 1
EP - 31
VL - 6
IS - 1
DP - DeepDyve
ER -