The intensifying effects of exciting television programs on the reception of subsequent commercials

Surendra N. Singh, Jacqueline C. Hitchon

Research output: Contribution to journalArticlepeer-review

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 languageEnglish (US)
Pages (from-to)1-31
Number of pages31
JournalPsychology & Marketing
Volume6
Issue number1
DOIs
StatePublished - Jan 1 1989
Externally publishedYes

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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