Psychophysiological Responses to Positive and Negative Advertising Across Media
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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.