Journal
MEDIA PSYCHOLOGY
Volume 15, Issue 1, Pages 68-92Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/15213269.2011.649604
Keywords
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Funding
- Divn Of Social and Economic Sciences
- Direct For Social, Behav & Economic Scie [0818277] Funding Source: National Science Foundation
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This study theorizes that activation and decay of dual motivational systems function as the mechanisms underlying excitation transfer theory. Following this reconceptualization, a physiological experiment simultaneously examines the influence of program valence and arousing content on subsequent ads. As predicted, sympathetic arousal (indicated by skin conductance) was greater during ads following arousing compared to calm programs, and in both conditions, it decreased across ad blocks. Cognitive effort was higher (indicated by slower heart rate) during ads following the positive arousing program and was lower (indicated by faster heart rate) following the negative arousing program. The recognition and free recall data generally support the prediction that, immediately following the program, they would be at the levels predicted by the motivational activation elicited by the program context.
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