Feeling and liking responses to television programs: an examination of two explanations for media-context effects

Article Abstract:

This research empirically examined how the feelings elicited by television programs and the liking of television programs affected viewers' evaluations of commercials. Subjects' feelings were manipulated by viewing a positive, negative, or neutral emotion-eliciting program while program liking was controlled statistically. Viewers' liking of programs positively influenced attitude toward the ad and attitude toward the brand, with the effect on the latter mediated through the former. Feelings elicited by the programs had no effect on these same attitudes. The influence of program liking on attitude toward the ad, and subsequently on attitude toward the brand, was moderated by both commercial involvement and the commercial's position in a sequence of commercials. (Reprinted by permission of the publisher.)

Evaluation, Television viewers, Context effects (Psychology)

---

Cognitive moderators of negative-emotion effects: implications for understanding media context

Article Abstract:

This study examines how emotions elicited by television programs influence viewers' liking for the programs. An experiment using actual television programs found that positive emotions directly enhance program liking, while negative emotions have a deleterious effect. However, the latter effect diminishes when viewers believe that the negative emotions elicited by the programs do not signal threats to their well-being. These findings support the theory that positive emotions influence evaluations via simple decision heuristics, while negative emotions motivate detailed analyses of the emoting event or stimulus. (Reprinted by permission of the publisher.)

Television programs, Emotions

---

A lifestyle typology to model young male drinking and driving

Article Abstract:

A segmentation typology of young males is developed. This typology is based on the lifestyle traits that prior research suggests are linked to drinking-driving behaviors. Implications of this lifestyle analysis for those managing campaigns against drinking and driving are discussed. (Reprinted by permission of the publisher.)

Life style, Lifestyles, Young men, Drunk driving, Driving while intoxicated, Alcohol use

Similar abstracts:

• Abstracts: Decision-making effects on compensation surveys: implications for market wages. Estimating the standard error of projected dollar gains in utility analysis
• Abstracts: The effects of advertisement encoding on the failure to discount information: implications for the sleeper effect
• Abstracts: An investigation of utility-directed cutoff selection. Context effects on effort and accuracy on choice: an enquiry into adaptive decision making

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.