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ERIC Number: EJ411565
Record Type: CIJE
Publication Date: 1990
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
Involuntary Attention and Physiological Arousal Evoked by Structural Features and Emotional Content in TV Commercials.
Lang, Annie
Communication Research, v17 n3 p275-99 Jun 1990
Examines how emotional content in televised messages intensifies physiological attentional responses. Explains that heart rate data indicating both shorter-term responses and longer-term arousal were collected from 10 female and 4 male advertising students. Finds that emotional content increases physiological arousal in viewers and that heart rates serve as real-time dependent measures of arousal and attention. (SG)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Advertising Effectiveness; Audience Research