Enhancing responses to television advertisements via the transfer of residual arousal from prior programming

1982-03-01articleJournal of Broadcasting91 citationsclosed

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Marketing and Advertising Strategies Media Influence and Health Advertising and Communication Studies

Abstract

Viewers rated television commercials seen two and one‐half to four minutes after highly arousing film segments as significantly more effective and enjoyable than the same commercials seen after less arousing programming.

Citations in this library

Stored only when both papers are in the corpus — 91 citations exist upstream.

References

1971Excitation transfer in communication-mediated aggressive behavior

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