Psychophysiological Responses to Positive and Negative Advertising Across Media
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Authors
Sindelar, Eric
Issue Date
1999
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
Previous studies revealed that advertisements that increase arousal are also more
memorable. Furthermore, it has been shown that negatively valenced television
advertisements are more memorable than positively valenced advertisements. In a recent
study, the opposite results were seen with radio advertisements (Bolls, Lang, Potter, &
Snyder, 1999). This experiment attempts to make a cross-media comparison using
television and radio advertisements. The interaction of medium (radio versus television)
and emotional valence of advertisements (positive or negative) was studied with respect
to the arousal and emotional response of viewers. The participants will view 12
advertisements, six for each medium, with three positively valenced and three negatively
valenced. Physiological measures and a pictorial self-assessment ratings scale will be
administered in order to analyze arousal and emotional valence.
Description
iv, 26 p.
Citation
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License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder. All rights reserved.