Abstract
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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 1-31 |
| Number of pages | 31 |
| Journal | Psychology & Marketing |
| Volume | 6 |
| Issue number | 1 |
| DOIs | |
| State | Published - 1989 |
| Externally published | Yes |
ASJC Scopus subject areas
- Applied Psychology
- Marketing