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ERIC Number: ED310437
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 34
Abstractor: N/A
Reference Count: N/A
Activating, Measuring and Manipulating Interest in an Artistic Event: An Initial Interest Modification Model.
Wyatt, Robert O.
To understand better how reviewing and other forms of evaluative journalism influence audiences and to test a proposed model, a series of experiments on 410 undergraduates assessed how initial film-viewing interest level (low, medium, high) and review direction (negative, mixed, positive) affected interest in film attendance. First, an extended Solomon design demonstrated that a pretest using short verbal descriptions of films had no significant effect on post-review interest. Repeated pretests showed that the procedure was highly reliable. Low, moderate, and high interest films were then selected to determine whether the effects of reviews were uniform for films of different interest levels and to ascertain what percentage of post-treatment interest was due to initial pretest interest and to review direction. Review effects proved generally uniform across interest levels. Pretest interest and review direction combined accounted for 51% of the variance, but pretest interest alone accounted for 37%. Results suggest that an Initial Interest Modification Model of review effects is robust. (Two figures and three tables of data are included; 16 references are attached.) (SR)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A