Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials

Abstract

Structural features of television elicit involuntary physiological attentional responses in viewers. Mild emotional content in televised messages intensifies these responses, possibly through mediation of emotion-elicited arousal, which was also demonstrated. Heart rate data were collected and analyzed using novel techniques to show both short-term attentional responses and longer term arousal in subjects viewing commercial messages.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 298 citations exist upstream.