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Commercial Breaks and Ongoing Emotions: Effects of Program Arousal and Valence on Emotions, Memory and Evaluation of Commercials

Bolhuis, Wendy (2006) Commercial Breaks and Ongoing Emotions: Effects of Program Arousal and Valence on Emotions, Memory and Evaluation of Commercials.

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Abstract:While effects of program context on commercials have been investigated exhaustively, most of these studies investigated a limited number of independent and dependent variables. Conversely, the present study examined the effects of program elicited arousal (medium and high) and valence (positive and negative) on subjects’ emotions, memory as well as evaluation of neutral commercials. Moreover, the pod position (first, third and fifth) of the target commercial has been examined in conjunction with the abovementioned variables. Results show that program arousal affects cued recall, commercial evaluation and arousal during the commercials negatively, indicating that commercials are better recalled and evaluated more favorably in a medium arousal program context than in a high arousal program context. Also program valence affects commercial evaluation and emotional valence during the commercial negatively. Commercials are better liked and subjects feel more positive during commercials shown in a negative program context compared to commercials shown in a positive program context. Effects of pod position are found as well. Results show that program context effects gradually disappear after the end of the program. Cued recall and evaluation of the commercial are only significantly affected by program context for the first pod position. However, the effect of program arousal on arousal during the commercial remains the whole commercial break.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
Link to this item:http://purl.utwente.nl/essays/58734
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