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Peer reviewed Peer reviewed
ERIC Number: EJ508715
Record Type: CIJE
Publication Date: 1995
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: ISSN-0883-8151
EISSN: N/A
Media Differences in Rational and Emotional Responses to Advertising.
Chaudhuri, Arjun; Buck, Ross
Journal of Broadcasting and Electronic Media, v39 n1 p109-25 Win 1995
Develops and tests hypotheses concerning the relationship of different media to psychological outcomes; postulates that print media are related to analytic cognition (reason) and electronic media to syncretic cognition (emotion). Two hundred forty magazine and television advertisements are analyzed in terms of attributes and reactions they invoke. (AEF)
Descriptors: Advertising, Audience Response, Emotional Experience, Hypothesis Testing, Mass Media Effects, Periodicals, Printed Materials, Psychological Evaluation, Television Commercials, Thinking Skills, Use Studies
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A